The mask of the original University of Texas at Tyler mascot, Pat the Patriot, has been preserved by the UT Tyler archives. (Cory McCoy/Staff)

The University of Texas at Tyler is in the early stages of shaping a new strategic plan and a big part of the push will be building and rebranding the college’s identity.

President Dr. Michael Tidwell wants to change the way the college interacts with East Texas.

“This will help the institution take on a different posture here in East Texas,” he said.

Tidwell sees the college becoming a central asset to the region with the upcoming strategic plan.

The school is early in the process and looks to begin the draft phase by fall.

Tidwell said the school is looking at every facet, from facilities to figuring out whether the college stays the Patriots or leans toward its “Swoop” eagle branding.

“There have been topics we haven’t shied away from, since we’re looking at rebranding anyway,” he said. “Which one we’re going with hasn’t been decided. Either way, we’ll have to make a tough call once bigger items are addressed.”

The college’s current mascot, Swoop, was named in 2006. The original mascot, Pat the Patriot, was created during a period of transition as the college, then Tyler State College, became Texas Eastern University, according to information from the university’s archives. Pat was a bald eagle in a minuteman costume.

He also was referred to as the Patriot Eagle. Shortly after the transition to a four-year college in 1999, logos and branding was overhauled.

A change or consolidation of the school’s mascot would be well timed to help the school transition to the other items on its agenda.

One of the biggest items on the college’s list would be a possible move into NCAA Division II athletics competition.

The college is leaning toward using part of the 120 acres purchased in 2016 as home for a potential athletics campus. The move also would free more space for facilities on the main campus facing University Boulevard.

“Right now we face Old Omen Road, but the population center we serve is in the other direction,” Tidwell said.

The draft will look at the way the college plans to position facilities in order to maximize space and beauty.

The university recently entered into an agreement with the city of Tyler, which will bring the city’s arborist to the campus to inventory existing trees and make recommendations related to hazardous vegetation, sustainable tree planting and future site development, according to the city.

The focus on branding is important enough that Tidwell has brought on a Vice-President for Marketing and Brand Management, Lucas Roebuck, who will shape the trajectory of changes.

Tidwell said the brand of any organization and the emotional and intellectual things that come to mind when thinking of the organization is almost as important as the work the organization itself does.

“Being part of UT has strong brand expectations. Every UT has a different flavor,” he said. “The job of marketing office to help research, create and ultimately sell that story.”

Since taking over for Dr. Rodney Mabry in January, Tidwell has focused on finding ways to more deeply integrate UT Tyler into the community and region.

He said the future of the college will be driven by the demands of the region it serves.

Faith Harper contributed to this report.

Twitter: @TMT_Cory