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Big West Reveals New Brand Identity

Big West Reveals New Brand Identity

BIG WEST RELEASE

IRVINE, CA (July 21, 2021) – The Big West unveiled a new brand identity and logo today. The brand launch is the result of an extensive research effort aimed at creating a progressive, values-based brand that will withstand the myriad changes taking place in intercollegiate athletics. The new direction for the conference and its member institutions blends the league's strong commitment to student-athletes with the spirit of competition, innovation and inclusion California and Hawaii are known for under a new mantra, "Only The Bold."
 
The 'Only The Bold' tagline was developed to signal an emerging collegiate athletics culture, representing a new Big West attitude, rooted in the ideals of the region – innovation, creativity and courage.
 
The announcement is enhanced by a complete redesign and relaunch of BigWest.org, the conference's official website powered by SIDEARM Sports. The new BigWest.org places the content most important to Big West fans front and center. In addition to stats, schedules and standings, fans will also enjoy graphics, features and videos highlighting the stories of Big West student-athletes, coaches and alumni.
 
"Today is an exciting day in the history of the Big West and we are proud to share a new brand and a new direction," Big West Commissioner Dan Butterly said. "What we've created with input from more than 2,200 Big West presidents and chancellors, student-athletes, donors, sponsors, fans, athletics administrators and members of the media is a truly audience-driven identity. The vision of who and what the Big West is, and will become, was created by the people who are the most invested in our success."
 
The new Big West identity, which was unanimously approved by the Big West Board of Directors in their Spring meeting, is the result of a collaboration between the Big West Brand Task Force, which included representatives from all Big West institutions (student-athletes, coaches and administrators) and Pet Turtle Branding, a leading brand strategy firm whose principals have developed branding initiatives for the ACC, Kentucky Derby and the New York Yankees.
 
"Having provided brand strategies and identity programs to nearly a third of all collegiate athletic conferences in the country, the process undertaken by The Big West was the most collaborative that my team and I have been involved with," Pet Turtle Branding Principal Ed O'Hara said. "Applying valuable information gleaned from a broad cross-section of stakeholders, including critical input from student athletes has yielded a new identity which strikingly reflects unique aspects of the west coast and its people – fresh, contemporary, young at heart, strong, hopeful and moving forward."

The Big West Branding Task Force and Pet Turtle conducted comprehensive quantitative and qualitative research to create a powerful, resonant brand with high appeal to a Gen Z audience. Key stakeholders shared insights on which the new brand strategy was developed.
 
"We are extremely pleased with the process and the results of this important initiative," said Cal State Fullerton President and Big West Board of Directors Chair Fram Virjee. "The Board of Directors tasked Dan and his team with unifying the voices of our membership into a strong statement of who and what the Big West stands for. We believe this innovative, new direction is a strong reflection of the mission, vision and values we share throughout the Big West."
 
"The Big West Board of Directors have given us a mandate to put innovation and research at the forefront of our efforts to reestablish our brand and to move the conference forward," Butterly added. "That directive is what has guided our recent efforts to elevate the Big West on the national stage, including moving our basketball championships to Henderson, Nevada, the creation of a new, long-term deal with ESPN and now our new brand identity. This is a time of evolution and innovation throughout all of intercollegiate athletics and we intend to be at the forefront of that effort."