The NCAA's primary mark is sporting a new look for the new millennium.

The new look comes after a two-year study to identify the equity in the Association's logo. The revitalized logo will allow for the Association and its membership to further enhance the equity of the new mark. The mark also will become the cornerstone for a comprehensive brand management program that will serve to increase the exposure of the NCAA.

During the research study, the NCAA hired a professional design and research firm to review the existing mark. The firm, after an extensive survey of various constituents, concluded that the NCAA was viewed as having too may logos, and many respondents felt the identity "communicated a sense of gravity, conservatism, and officiousness." Upon a complete review of the national research findings, the Association decided to revitalize the existing mark and embark on a brand management program that would encompass not only the Association's primary mark, but also sport-specific and event-specific marks and venue and broadcast signage.

The changes reflect a more vivid primary color, as well as a more contemporary font. The placement of "NCAA" within the logo speaks to a more forward-thinking national organization.

Elements of the parent mark have been translated into sport-specific and event-specific logos.

"This allows for increased brand exposure for the NCAA brand and for increased equity for the sports and championships," said Cedric W. Dempsey, NCAA president.

"Our Association has undergone many changes during its history, particularly in the past decade. It was time for us to put a fresh face on the NCAA and to manage our marks accordingly."

The NCAA's licesing staff has supplied complete new artwork kits to corporate partners, licensees, broadcast partners and various suppliers. Sports information directors at NCAA member institutions also have received the new artwork.

For more information or artwork, contact the NCAA licensing group at 317/917-6222.