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Entry from October 25, 2007
“Bevo. It’s what’s for dinner.” (anti-UT Longhorn slogan)

The University of Texas Longhorns have a mascot named “Bevo.”

In 1992, the Cattleman’s Beef Board ran a series of promotions with the slogan: “Beef. It’s what’s for dinner.” It didn’t take long for anti-Texas rooters to change that to: “Bevo. It’s what for dinner.”

The slogan is now on T-shirts, sold mostly in Oklahoma.


Wikipedia: Bevo (mascot)
Bevo is the name of the mascot of the sports teams at the University of Texas at Austin, a Texas longhorn steer with burnt orange coloring. Bevo is one of the most recognized college mascots and has even been called “the toughest-looking animal mascot in sports”. The shape of the Longhorn’s head and horns gives rise to the schools hand symbol and saying, Hook ‘em Horns. The current Bevo is fourteenth in the line of longhorns that have been the university’s mascot. There are conflicting stories as to how Bevo came by that name. 

T-shirt from Zazzle.com
BEVO, It’s what’s for Dinner! T-shirt by Mad_Panda_Designs

Google Groups: rec.sport.football.college
Newsgroups: rec.sport.football.college
From: (Kevin Rodgers)
Date: 13 Oct 1994 18:02:35 -0600
Local: Thurs, Oct 13 1994 8:02 pm
Subject: Re: Bevo

It’s what’s for dinner.

Google Groups: nebr.sports.unl
Newsgroups: nebr.sports.unl
From: Wes Glinsmann
Date: 1996/12/05
Subject: Re: Sooner Madness

Bevo.  It’s What’s for Dinner.

Google Groups: rec.sport.football.college
Newsgroups: rec.sport.football.college
From: (Tim Irvin)
Date: 1997/09/14
Subject: Bevo. It’s what’s for dinner.

Where was Texas on Saturday?

The Vista (University of Central Oklahoma)
Heart of the American Dream
By: with Gavin Elliott
Posted: 10/14/03
I sat in traffic for something like two hours. A nameless vertebrae in the backbone of a long interstate snake. Sooner fans from all across Oklahoma’s topography jumped the Red River and trickled down I-35, finally funneling together somewhere south of Denton, all honking and screaming and shaking their fists at anything with horns.

The Red River Raid of 2003. Oklahoma vs. Texas. Bevo - it’s what’s for dinner.

(Trademark)
Word Mark BEEF. IT’S WHAT’S FOR DINNER.
Goods and Services IC 035. US 101. G & S: promoting the interests of the beef and beef products industry by disseminating advertising and promotional materials and consumer and industry information about beef and beef products. FIRST USE: 19920518. FIRST USE IN COMMERCE: 19920518
IC 042. US 100. G & S: information services in the field of beef and beef products. FIRST USE: 19920518. FIRST USE IN COMMERCE: 19920518
Mark Drawing Code (5) WORDS, LETTERS, AND/OR NUMBERS IN STYLIZED FORM
Serial Number 74251966
Filing Date March 4, 1992
Current Filing Basis 1A
Original Filing Basis 1B
Published for Opposition February 23, 1993
Change In Registration CHANGE IN REGISTRATION HAS OCCURRED
Registration Number 1809825
Registration Date December 7, 1993
Owner (REGISTRANT) Beef Industry Council of the National Live Stock and Meat Board AKA Meat Board NOT FOR PROFIT CORPORATION ILLINOIS 444 North Michigan Avenue Chicago ILLINOIS 60611
(REGISTRANT) Cattlemen’s Beef Promotion and Research Board, The AKA Cattlemen’s Beef Board and AKA Beef Board STATUTORY BOARD UNITED STATES 5420 South Quebec Street Englewood COLORADO 80111
(LAST LISTED OWNER) CATTLEMEN’S BEEF PROMOTION AND RESEARCH BOARD STATUTORY BOARD UNITED STATES 9110 EAST NICHOLS AVENUE CENTENNIAL COLORADO 80112
(LAST LISTED OWNER) NATIONAL CATTLEMEN’S BEEF ASSOCIATION CORPORATION COLORADO 9110 EAST NICHOLS AVENUE CENTENNIAL COLORADO 80112
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record ANTHONY P. JANIK
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “BEEF” APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20040209.
Renewal 1ST RENEWAL 20040209
Live/Dead Indicator LIVE

Posted by Barry Popik
Texas (Lone Star State Dictionary) • (0) Comments • Thursday, October 25, 2007 • Permalink