Charlotte Sports Foundation, now known as Charlotte Sports, reveals a new logo and shorter name as part of its efforts to revamp its public image. The rebranding aligns with similar agencies across the country and reflects their commitment to hosting prestigious sporting events.
Charlotte Sports Foundation Unveils New Logo and Name
( Credit to: Bizjournals )
The Charlotte Sports Foundation, now known as Charlotte Sports, has recently unveiled a new logo and a shorter name as part of its efforts to revamp its public image. This rebranding aligns with similar agencies across the country, such as Florida Citrus Sports and Sports San Diego.
The nonprofit organization aims to modernize its logo and name while retaining its formal full name. The new logo features a multi-hued, impressionistic crown atop the name "Charlotte Sports," paying homage to the city's nickname as the "Queen City" and the organization's origins in bringing the 1994 NCAA men's Final Four to Charlotte. Their motto, "Where Champions Are Crowned," reflects their commitment to hosting prestigious sporting events.
Collaboration with Luquire Agency
Local advertising agency Luquire, in collaboration with Charlotte Sports, was responsible for creating and developing the new logo and overall look. The goal was to design a logo that could be used for various purposes, including apparel embroidery, digital marketing, and traditional advertising. The process took four months to complete.
Expanding into College Football and Basketball
Charlotte Sports Foundation, now known as Charlotte Sports, owns and operates two annual college football games at Bank of America Stadium, namely the Duke's Mayo Classic and the Duke's Mayo Bowl. In recent years, the organization has expanded into college basketball with the Ally Tipoff women's game and the Jumpman Invitational, a two-day doubleheader event featuring four men's and women's teams.
The Ally Tipoff, held at Spectrum Center in November, marked the first time Charlotte Sports displayed its logo on the court. The positive response to this inclusion prompted the organization to consider updating its logo and name, which had remained unchanged for over a decade.
Positive Reception and Enthusiasm
Danny Morrison, executive director of Charlotte Sports, expressed his enthusiasm for the new logo, stating that it maintains the integrity of the previous design while modernizing it. He praised its flexibility in meeting the demands of modern media and marketing.
Steve Luquire, founder of Luquire agency and a board member of Charlotte Sports Foundation since its inception in the mid-1990s, also emphasized the need for a refresh. He believes that the new logo captures the essence of the organization and aligns with its mission.
Attracting Tourism and Hosting Prestigious Events
The rebranding efforts by Charlotte Sports Foundation, now Charlotte Sports, aim to attract more tourism spending through their sporting events. By modernizing their logo and name, they hope to continue their legacy of hosting prestigious championships and creating memorable experiences for athletes and fans alike.