Big South Conference unveils new brand identity
CHARLOTTE, N.C.– The Big South Conference introduces its new brand identity that epitomizes the league’s strong commitment to its student-athletes and re-establishes the Conference’s vitality, personality and longstanding success in NCAA Division I collegiate athletics under a new mantra – “Where Winners Are Made.”
“Today marks a momentous day for the Big South Conference, as it is with tremendous pride that we share with you our new Big South brand,” said Kyle Kallander, Commissioner of the Big South Conference. “This new identity solidifies the shared commitment of our member institutions in developing student-athletes for considerable life successes. It represents and boldly declares the profound effects of hard work, premier NCAA Division I collegiate athletics opportunities, and boundless academic potential.”
New York-based SME, an award-winning national branding agency, spearheaded the complete overhaul and most comprehensive rebrand in the 33-year history of the Big South Conference. The rebrand includes a new identity featuring an adjusted color scheme, the introduction of a secondary logo and an extensive advertising campaign to enliven the Conference’s distinct values, its roots in the Southeast region of the United States and its vision for the future.
The foundation of the rebrand was built from the Conference’s Live, Love and Life pillars, which are externally expressed through the Conference’s new “Where Winners Are Made” tagline. Crafted in collaboration with Conference leadership and student-athletes, the tagline (and corresponding#BigSouthMade hashtag) embodies and affirms the Big South’s commitment to developing student-athletes for profound success through Division I collegiate athletics and transformative academics.
The essence and associated elements of the rebrand are expressed through the Conference’s new PSAs. The videos feature Big South student-athletes that exemplify the Conference’s personality and messaging, which were created in collaboration with the Conference’s student-athletes via focus groups and seminars. Moreover, administrators and presidents from all 10 full-time Big South Conference member institutions were deeply involved in building all facets of the new brand.
SME’s creative team — with extensive feedback from the Big South’s constituency — developed the new primary and secondary logos. The new brand identity system places the Conference at the center of the South. It evokes the boldness, resolve and determination of the Conference’s student-athletes. The design, while flexible to accommodate school-specific applications, features a vibrant color palette to symbolize the Big South’s assertiveness and strength. Moreover, the Big South Network trademark, plus additional Conference sub-brands, will also receive a fresh look.
The rebranding campaign was derived from the Big South’s revised Strategic Plan in 2015. It aims to achieve the Conference’s strategic goals of bolstering member institution pride, elevating awareness and recognition both regionally and nationally and positioning the Big South as a first choice for future generations of student-athletes.
To celebrate today’s launch, Big South men’s and women’s basketball student-athletes will wear t-shirts with the new logo and “Where Winners Are Made” mantra throughout warmups over the next 7 days. In addition, t-shirts will be distributed to fans in attendance at all men’s and women’s basketball games while supplies last. The launch will also be celebrated during the Big South’s television games on ASN, ESPNU and ESPN3 from Jan. 14-21, and via numerous Big South student-athlete Snapchat Takeovers.
The Big South’s main digital platforms (Twitter, Facebook, Instagram) will deliver most of the new messaging. Future activation around the new identity includes radio spots and outdoor billboards within the Big South geographical footprint for the first time, plus a new “What I’m Made Of” video series sharing the stories of the Conference’s student-athletes.