Event Branding

SEC Sports Logo Design

For over 80 years, the Southeastern Conference (SEC) has existed as one of the leaders of college sports, sponsoring championships for 9 men’s sports and 12 women’s sports. Whenever the host cities change, the SEC designs a fresh logo for each sport to match their new digs.

Designing a legacy into a logo
Through Conference event Branding

Working as the official logo designer for this college sports powerhouse brought its own set of unique opportunities and challenges. Our team worked hard to find the right balance between respecting the history of the SEC and refreshing the experience for a modern audience.

Respect the
Brand Rules.

Break out of the Trend Box.

Many Sports.
One Logo Design System.

Designing for the SEC meant thinking about more than just creating great logos, fan engagement, and getting a thumbs up from the SEC marketing team. Our main challenge came from connecting all the variables (city, sport, and unique flair) into a cohesive logo design that fit seamlessly within the greater SEC brand.

In the end, the solution was pretty simple. Since branding is all about consistency, we designed each sport logo like a different sub-brand under the SEC.

A grid of 16 different SEC tournament logos for various sports.
A grid of 16 different SEC tournament logos for various sports.

SEC Men’s Basketball Tournament

In 2018, Nashville stepped up as the new host city for the SEC Men’s Basketball Tournament. To decide on the direction for the new logo, our team took a look at the past. We kept the SEC brand elements that best honored the legacy and then branched out to take a completely new approach that represented the vibrancy of Nashville. This meant changing up on the traditional flat look of sports logo design by adding depth with subtle shadows, highlights, and color variations.

Music City, meet the SEC

Representing a city in a logo design isn’t as simple as including a silhouetted skyline. Nashville’s known for many things, but if you have to sum it up in two words, it’s Music City. Once we landed on the foundational logo design concept for the SEC basketball tournament, it was time to bring in some timeless Nashville flourishes.

Our first round of designs included a variety of options focused on music. We experimented with instruments, microphones, and music notes that captured the shared energy of music and sports. In the second round, we honed in on microphones and neon light elements to emphasize a Broadway vibe. Together with the SEC, we picked the final logo design with the strongest scalability and impact.

SEC Men's Basketball Tournament Logo Iterations
SEC Men's Basketball Tournament Nashville 2019
SEC Men's Basketball Tournament Logo Iterations SEC Men's Basketball Tournament Nashville 2019

More Than Just a Logo

After design wrapped, our design team headed down to capture some photos and video of the SEC basketball tournament in action. Because no matter how many logos we design, nothing beats watching the athletes and fans experience the event live and bringing the logo to life.