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LEARFIELD /

Waving the Flag of Success.

Assessment /
Strategy /
Positioning /
Identity /
Messaging /
Advertising  /
Consulting /

Assessment / Strategy / Positioning / Identity / Messaging / Advertising  / Consulting /

The Project

Learfield Communications—a leader in collegiate athletics and a multimedia conglomerate—needed a new brand identity and architecture system. The evolved brand expression needed to be contemporary and consistent, while elevating the company beyond sports.

How We Won the Heart

The first step in evolving the Learfield brand was to drop the “Sports” from the master identity. Removing “Sports” not only broadened Learfield’s positioning, it empowered us to reimagine the visual articulation of the brand. The evolved Learfield identity leverages a sleek, custom typeface and a distinct red pennant to encapsulate the energy and excitement of college athletics. Traditionally viewed as a sign of fandom, the pennant serves as the unifying element of the Learfield brand. Pointing forward to represent the future, it adopts the primary color of Learfield’s university partners to bolster cohesion and create a uniform visual expression. Moreover, the pennant serves as the defining element of Learfield’s standalone secondary icon and the basis for all of the organization’s supporting look.

“We worked with SME to develop our new look. The pennant represents not only our legacy in the collegiate space, but points us forward to an optimistic future.”

— Greg Brown, President & CEO — Learfield

“We worked with SME to develop our new look. The pennant represents not only our legacy in the collegiate space, but points us forward to an optimistic future.”

— Greg Brown, President & CEO — Learfield

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