Richardson, TX-The American Southwest Conference in partnership with Phoenix Design Works today unveiled its updated brand, the first change in the 15-year old NCAA Division III conference's identity logo in 11 years.
The primary colors in the redesigned American Southwest Conference logo are blue, red and white. Key elements of the previous conference mark were used to build to new look, including the double circle with “American Southwest Conference” in the band and two stars to signify the league’s East and West Divisions. In the new logo, the conference initials -- ASC -- are lifted out of the center circle and enlarged for an updated and energized look. The ASC will begin using the new logo immediately.
Phoenix Design Works created a series of primary marks for the American Southwest Conference as well as logos for each conference sport, championship tournament and administrative group. A special logo for the 15th year of ASC championships was also created.
“The conference staff and representatives from our member institutions were cognizant of maintaining elements of the ASC seal in the updated look and providing a visual tie to our traditional look,” ASC Commissioner Amy Carlton said. “Phoenix Design Works took the lead in blending our ideas and the original artwork into an energized logo that we are able to use for the conference, sport programs, championships and special events like the 15th year of champions.”
Mississippi College President Dr. Lee G. Royce, who serves as president of the ASC Executive Committee, said the new ASC logo conveys a vibrant strength that typifies both the conference and the colleges and universities it supports.
“Few Division III conferences equal the American Southwest Conference in the quality of athletic competition or in fan support. Such a high performance conference deserves a logo that conveys a vibrant strength and we have one in the newly unveiled, professionally designed ASC logo," Royce said.
The previous ASC logo, which was has been in use since the 1999-2000 academic year, will now become the official seal of the conference and be used in traditional communication. The original ASC logo was created with the inception of the conference in 1996 and was used through the spring 1999 championship tournaments.
“It was an honor to work with Amy Carlton and Greg Weghorst on the rebranding of the American Southwest Conference,” said Amy Skiles, Phoenix Design Works senior vice president of business development. “This being the 15th anniversary year of the conference, the timing was perfect. It was important to them that the new look combine both the heritage and storied accomplishments of the conference as well as a sharp, crisp, forward thinking look for the future. There is great energy to the new logos. I can’t wait to see it on the constituent sites and merchandise.”
The ASC logo redesign project is part of the conference and Division III identity inititiative and was funded through the Division III Strategic Initiative Grant.
Committee members for the project included: Carlton, Royce, ASC Assistant Commissioner Greg Weghorst; presidents Dr. Lanny Hall of Hardin-Simmons University and Dr. Joe Aguillard of Louisiana College; Kay Whitley, Sul Ross State Athletic Director; Jimmy Clark, University of the Ozarks Athletic Director; Kyle Robarts, McMurry University Associate Director of University Relations for Athletics; Jon Wallin, University of Mary Hardin-Baylor Sports Information Director; and Bruce Unrue, University of Texas at Dallas Associate Athletic Director for Media Relations.
The American Southwest Conference has 15 members in four southern states – Arkansas, Louisiana, Mississippi and Texas – with a mix of independent and state-assisted colleges and universities that mirror the composition of the NCAA Division III membership.
Phoenix Design Works, based in New York City, was founded in 1987 by James (Jamie) M. Skiles, president and creative director. Their main focuses are branding and logo identity development; advertising and promotional campaign development; and packaging and new product development. PDW clients include over 200 of America’s best know colleges, universities, conferences, championship events and professional sport teams.
Official ASC Style Guide:
Phoenix Design Works: