The identity is built upon three key brand positioning strategies:
Coast-To-Coast - The C2C is the only collegiate conference to feature a 'sea-to-sea' geographic footprint, with membership spanning from the Atlantic to Pacific coasts. This distinguishing trait is clearly communicated through the league name, with the moniker 'C2C' providing an abbreviated expression of this same concept. The logos themselves further leverage this trait by framing each title within a stylized depiction of the continental United States.
Daring - With aspirations to redefine the traditional collegiate conference construct, this descriptor sets the tone of the entire identity, expressing the ethos of the league and inspiring the futuristic look and feel of the logos themselves. The slogan 'Dare To Prepare' was created to function as a call to action for those within the league as well as an invitation to prospective members.
Championship Experience - Nationwide membership provides the opportunity for destination-based championships each season, following the same model as that of the NCAA. Likewise, the C2C championship logos and support graphics highlight the host sites for each event and celebrate the chance for student-athletes to travel abroad.