Designing a Mascot for the Physical Education and Sport Sciences Research Institute of Iran: A Qualitative Study with Thematic and Archetypal Approach

Rasooli, Mehdi; Esmaeili, Mohsen; Afshari, Mostafa

doi:10.22089/res.2026.19274.2753

Designing a Mascot for the Physical Education and Sport Sciences Research Institute of Iran: A Qualitative Study with Thematic and Archetypal Approach

Articles in Press

Document Type : Research Paper

Authors

Mehdi Rasooli

Mohsen Esmaeili

Mostafa Afshari

Department of Sport Marketing and Commercialization, Sport Sciences Research Institute, Tehran, Iran.

https://doi.org/10.22089/res.2026.19274.2753

Abstract

Mascots, as personified visual symbols, play a key role in branding and organizational identity. The Physical Education and Sport Sciences Research Institute of Iran lacks a dedicated mascot. This study aimed to identify visual, branding, desirable, and cultural elements for designing such a mascot.

A qualitative approach with thematic analysis was used. Data were collected through semi-structured interviews with 25 key stakeholders (12 internal faculty, 6 external faculty, 4 staff, 3 organizational collaborators). Analysis involved open, axial, and selective coding.

Findings extracted 247 initial codes, 38 sub-themes, and five main themes: (1) triple-layered identity (science-sport-technology/innovation), (2) authentic fantasy design avoiding clichés, (3) branding and media functions, (4) connection with Iranian culture (modern approach), and (5) implementation requirements. Archetypal analysis revealed the institute's current personality as "Static Sage", while the desired personality is the "Creative Sage" – a fusion of wisdom, innovation, and dynamism.

Conclusion: The institute's mascot should be designed as an "Ambassador of Science, Sport, Technology, and Iranian Culture". The proposed personality combines the Sage (core) and Creator (innovative) archetypes, with traits of intelligence, innovation, energy, and supportiveness. Design style: unique fantasy with a blue (institutional) and energizing color palette. This study demonstrates that designing a mascot is a macro-branding strategy capable of transforming the institute from a "Static Sage" to a "Creative Sage".

Keywords

Mascot

Visual Identity

Sport Branding

Jungian Archetypes

Sport Sciences Research Institute

Subjects

1. Aaker, D. A. (2012). Building strong brands. Simon and schuster.Free Press.

2. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

3. Agustian, F. F., & Karnita, R. (2025). Perancangan Maskot LLDIKTI 4 sebagai Strategi Peningkatan Nilai-Nilai dan Citra Positif Kelembagaan. Jurnal Riset Multidisiplin Edukasi, 2(8), 748-756.

4. Alipour, L. (2021). Analysis of indigenous symbols in the mascots of the Summer and Winter Olympic Games in Japan, South Korea, and China [Master, nstitute of Higher Education for Art]. Shiraz, Iran.

5. Arbieu, U., Bellard, C., Bradshaw, C. J., Correia, R., Courtois, P., Di Minin, E., ... & Courchamp, F. (2026). Wildlife diversity in global team sport branding. BioScience, 76(2), 179-187. https://doi.org/10.1093/biosci/biaf181

6. Ashnai Ashari, S. (2018). Investigating the function of mascots with a semiotic approach in animations from 1970 to 2018 (Unpublished master's thesis). Supervisor: N. Sedighian. Shahid Beheshti University, Faculty of Educational Sciences and Psychology, Tehran, Iran.

7. Braun, V., & Clarke, V. (2022). Toward good practice in thematic analysis: Avoiding common problems and be(com)ing a knowing researcher. International Journal of Transgender Health, 24(1), 1–6. https://doi.org/10.1080/26895269.2022.2129597

8. Cayla, J. (2013). Brand mascots as organisational totems. Journal of Marketing Management,, 29(1-2), 86–104. https://doi.org/ https://doi.org/10.1080/0267257X.2012.759991

9. DewAlskA-Opitek, A., BilińsKa, K., & Szejniuk, A. (2023). THE POWER OF ARCHETYPES IN BUSINESS-TO-CONSUMER RELATIONSHIPS BASED ON THE CONFECTIONERY MARKET IN POLAND. Journal of Modern Science, 51(2).

10. Doody, O., & Noonan, M. (2013). Preparing and conducting interviews to collect data. Nurse researcher, 20(5). doi: 10.7748/nr2013.05.20.5.28.e327

11. Freeman, I., Knight, P., & O'Reilly, N. (2023). Symbolism and the effectiveness of Olympic mascots. In The Olympics, 298–312. (Original work published Routledge)

12. Geçit, E., Ulaş, S., & Yalçın, M. (2026). The Effects of Different Kinds of Brand Mascots Used in Advertisements on Visual Attention: An Experımental Study. International Journal of Marketing, Communication and New Media, 13(25). https://doi.org/10.54663/2182-9306.2025.v.13.n.25.41-62

13. Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan page publishers.

14. Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.

15. Kongdee, N., Prapawong, S., & Jintapitak, M. (2020). The designing of institute’s educational mascots for brand identity. Advances in Science, Technology and Engineering Systems Journal, 5(6), 1759-1777. https://doi.org/10.25046/AJ0506210

16. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. sage.

17. Mark, M., & Pearson, C. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. McGraw-Hill.

18. Mullin, B. J., Hardy, S., & Sutton, W. (2014). Sport marketing 4th edition. Human Kinetics.

19. Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International journal of qualitative methods, 16(1), 1609406917733847.

20. Palladino, A., Lee, M., & Zhou, X. . (2022). An Analysis of Olympic Mascot Design Toward Attitude and Purchase Intention. International Journal of Sport Communication, 15(4), 1–7. https://doi.org/10.1123/ijsc.2022-0052

21. Physical Education and Sport Sciences Research Institute (PESSRI). (2021). Statute of the Physical Education and Sport Sciences Research Institute. Tehran, Iran: Physical Education and Sport Sciences Research Institute. Retrieved from https://ssrc.ac.ir

22. Qolipoor, Q., Azim Zadeh,M. , Rasooli,M. and Mirzazadeh,Z. S. . (2024). Identifying Effective Factors in Designing the Mascot for Iranian Student Sports. Research on Educational Sport, 12(35), 17–40. https://doi.org/ doi: 10.22089/res.2024.16214.2482

23. Rahimiyan, H., & Kateb, F (2014). Commercial mascots in Iran Alzahra University]. Tehran. https://ganj.irandoc.ac.ir/#/articles/81f6cd6741a7375ffd0dfbd2937076bc

24. Rasooli,M. and Bayat,A. (2020). Determination of Sport Sciences Institute' Brand Personality Through Architypes. Sport Management Studies, 12(61), 109-128. doi: 10.22089/smrj.2019.7002.2470

25. Rasooli, M., Ghodsi, P., Hashemifar, A (2023). Sport mascots: branding elements. SSRI pub, Tehran, Iran. [In Persian].

26. Rasooli, M. , Ghodsi, P. , Rahimi Zadeh, M. and Reghbati, A. (2021). A Canvas Business Model for Sport Club’s Mascot Based on Osterwalder Model. Strategic Studies on Youth and Sports, 20(52), 135-150.

27. Rasooli, M., Mahmoodi,A. , Abdilahi,M. and Mirjalali,B. (2025). Analysis of Desirable Features of the Mascot for Iranian University Sports. Research on Educational Sport, e4587. https://doi.org/10.22089/res.2025.17761.2619

28. Strauss, A. L. (2017). The discovery of grounded theory: Strategies for qualitative research. Routledge.

29. Shank, M. D., & Lyberger, M. R. (2014). Sports marketing: A strategic perspective. Routledge.

30. Samuratova, Т., & Dunaiskaya, D. (2026). EDUCATION ON THE THEORETICAL AND PRACTICAL ASPECTS OF NATION BRANDING USING MASCOTS. 3i: intellect, idea, innovation-интеллект, идея, инновация, 2(1), 260-269. https://doi.org/10.52269/SRDG2612260

31. Shimul, A. S. (2022). Brand attachment: A review and future research. Journal of Brand Management, 29(3), 245-263.

32. Slowikowski, S. S. (1993). Cultural performance and sport mascots. Journal of Sport and Social, 17(1), 23–33. https://doi.org/https://doi.org/10.1177/019372359301700104