NCAA

Complete Design Program

2003

Landor Associates
t: 1-888-2-Landor
e: www.landor.com

Design: John Ledwith Design: Eric Spillman Design: Kisitina Wong Creative Direction: Margaret Youngblood Art Direction: Christopher Lehmann Copywriting: Matt Gordon Design Studio: Landor Associates Account Executives: Meghan Gough Account Executives: Jeff Jacobs Strategy: Jennifer Jones Strategy: Tyler Mallison Client: National Collegiate Athletic Association (NCAA)

The mission of the National Collegiate Athletic Association (NCAA) is to support student-athletes in both academic and athletic pursuits. However, research revealed that consumers only perceived the NCAA as a regulator and promoter of major college sports. Landor first created positioning and key attributes that represent the two parts of the NCAA. Next, Landor brought this positioning to life by creating the “Balance” identity – an evocative and impactful design that represents the balance between academics and athletics that student-athletes strive for everyday. The key element – the Balance Line – integrates text, imagery and color and allows for flexibility across different applications while establishing a sophisticated and unique look for the brand.