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College of Charleston Athletics Unveils New Brand Identity

Posted on 2 August 2013 | 3:44 pm

College of Charleston Athletics, in collaboration with Gil Shuler Graphic Design, has unveiled a new brand and identity logo system that coincides with and celebrates the Cougars’ inaugural season as a member of the Colonial Athletic Association.

The new logos are the result of a comprehensive analysis and selection process by a committee comprised of representatives from athletics, senior administration, marketing and communications and the College’s Alumni Association. Watch a video of the rebranding process.

New Charleston Brand[1]_Page_2 New Charleston Brand[1]_Page_1The eight-month process originated with the goal of identifying a distinctive logo for the College and its athletics programs. The extensive review process included focus groups with alumni, students, faculty and staff, as well as meaningful input from coaches from each of the 21 varsity sports teams.

“Like our decision to move to the CAA, the rebranding process was thorough and thoughtful,” Director of Athletics Joe Hull said. “Our new athletics logo gives us an opportunity to build on our brand identity on a local, regional and national level. When our coaches and student-athletes step onto a playing field or into a gym, we need an identifiable mark that sets us apart and sends a strong message that, ‘We Are Charleston.’ We believe the new logo system accomplishes this, especially in recruiting and identifying ourselves with potential student-athletes.”

College officials were fortunate to work alongside a highly respected graphic design firm that understands and appreciates both the history and growing national reputations of the College and the City of Charleston. Gil Shuler and his staff did extensive research to create a classic logo that should stand the test of time.

The new athletics logo incorporates a clean block “C” with a serif that can be traced back to several different decades – 1890s, 1920s, 1940s and 1960s – of athletics history at the College. Alternate versions of the new logo that incorporate “The College” and “Cougars” were developed for multi-use on in-game gear and merchandise.

“As the College receives more national exposure in the Colonial conference and in top media markets such as New York, Boston, and Philadelphia, this rebranding could not have come at a better time,” College President P. George Benson said. “The new logo conveys the College’s history and traditions while also providing us with a distinguishable identity among the other academically elite schools of the Colonial.”

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