Ottawa Citizen February 19th 1992

 The Ottawa Rough Riders hope to emulate the San Jose Sharks success and it has nothing to do with winning 13 games in a season.

The Rough Riders hope to sell ''half as much'' merchandise as the Sharks, the highly successful National Hockey League expansion team, taking advantage of their two new logos, the fiery double-R helmet motif and the club's new character logo, the beaver.

Ottawa team president Lonie Glieberman, backed by his ever-expanding front office staff, unveiled the logos Tuesday.

The double-R will adorn both sides of the helmets while the beaver is to appear on most of the Riders' new line of merchandise, soon to be available throughout the region and, eventually, North America.

''If we do anything close to San Jose, we'll be very happy,'' said Glieberman. ''They've done great with their stuff. We're in the fashion business and we're here to have fun. San Jose has four logos. We think ours are two of the best in North America.

''Someday, you will see the Ottawa Rough Riders merchandise anywhere and everywhere. The CFL is going places north and south of the border. Stores wants (merchandise) to sell in Ottawa, Calgary, Minnesota and Florida and anywhere else.''

The symbol of the team's new corporate identity -- the fiery double-R -- was designed by Riders director of communications, Sal De Meo, and David Bromley of Quorum Graphics, an Ottawa-based graphics design firm.

''We wanted something hot-looking,'' said Bromley, who originally designed the Riders Rooster symbol years ago.

The beaver logo, designed by Michael McWillie of McWillie Design in Dallas for a reported $50,000, incorporates a charging beaver complete with buck teeth, carrying a football.

''The beaver is the national animal of Cannada,'' said Glieberman, a closet Canadiana buff. ''We're in the capital of Canada. It's perfect.

''The best example of why to get rid of the old 'R' was that nobody is wearing it. I visited 15 schools. Kids want animals.

''Right now, the perception of the CFL by kids isn't as positive as it should be. That's my concern for the future of the CFL. This is going to help.

''The most important fans are kids. And the beaver is going to appear on everything from tooth brushes to hats.''

Riders all-star centre Irv Daymond will serve as merchandising co-ordinator, responsible for the distribution and sales of the new line of products.

''I think reaction is mixed right now,'' said Daymond, when asked about the players' response to the new look.

The question prompted Glieberman to suggest that, ''months from now, people will forget about the 'R.' "

Beginning today, the new Rough Riders merchandise will be available at the following locations: the Ottawa Boat and Sportsmen's Show at the Civic Centre; the new Riders kiosk at Carlingwood Shopping Centre; the Sports Page on Bank Street; and Season's Sports in the Rideau Centre.