“We always viewed this project as much more than just a primary logo redesign,” said HCAC Commissioner Jay Jones. “This effort was about developing a full brand overhaul and changing the look and feel of everything we do as a conference. As a result, we needed a partner that understood the wide range of deliverable elements that we wanted to have and that realized the need to get extensive feedback on how our league could better define ourselves visually. Skye Dillon and his team at SDS hit the mark from start to finish and were a pleasure to collaborate with. I am really excited to start using our new branding and see the fresh look at conference events.”
The two words forming the league’s moniker served as inspiration for the brand narrative:
HEART – The word ‘Heart’ is underlined to emphasize the competitive spirit and unified community of the HCAC. This positive bond of community felt within the conference was referenced universally throughout the process. Unity, sportsmanship and a sense of family was concurrent in the feedback from student-athletes, administrators and other conference stakeholders. Passion and commitment were also identified as key league values.
LAND – The land is represented visually in the logo with three rows of abstract farmland. This element showcases the geographical link of the 10 member campuses while also highlighting the conference’s membership in NCAA Division III.
“It was a joy to collaborate with the Heartland on its new identity, said Skye Dillon, founder of SDS. “The name says it all – Heart, Land. We needed to strike a balance between representing the conference’s physical backdrop in America's Heartland with the competitive camaraderie of its membership. As such, it was designed to feel uplifting, strong, and enduring while dually reinforcing its tagline, ‘The Heart of D3’.”