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Charlotte 49ers unveil new branding for athletics program
Logos roll out starting in the fall
Published Tuesday, June 23, 2020 4:32 pm
by Ashley Mahoney | The Charlotte Post

Charlotte athletics unveiled new branding Tuesday for its sports programs with marks that pay homage to the city's gold mining history.

Bold is the word for the Charlotte 49ers.

The school began rebranding the athletics department 18 months ago. Today it unveiled a new logo, which puts Charlotte’s gold mining history front and center with a pickaxe as a key feature. The logo was last updated in 2000 under former athletics director Judy Rose. Mike Hill, who replaced Rose in 2018, presented Charlotte’s new brand reveal via YouTube.

“This is not something that you undertake lightly,” he said. “It’s a significant effort to study an institutions brand, and to make a decision even to make tweaks or changes.”

Hill said the new logo represents the feedback school officials received from athletes, students, alumni, coaches and others tied to the university.

Charlotte experienced significant athletic success last season, with football making its first bowl game appearance and first winning season, men’s basketball setting a record for the number of home wins, men’s soccer earning another NCAA tournament appearance, and men’s and women’s track and field taking league titles. It was time for the 49ers to capitalize on the momentum.

“We felt that given the momentum that we had that we really needed to embrace that momentum and the opportunity to take our brand and our marks to a different level was something that was appropriate,” Hill said.  

Said football coach Will Healy: “It will look great on the side of a helmet.  It will look great in the middle of a basketball court and on jerseys. When you have a cool logo to go along with Nike on the other side, it’s going to help us in recruiting. It’s going to help our player experience here, where they feel really good about where they are playing. I think adding ‘CLT’ to the mark is a big step. We’ve been focused on how we incorporate the city into our brand. How do we make sure we are Charlotte’s Division I university? This is a big step forward for our program.”

The brand is scheduled to be implemented beginning in the fall contingent upon how the COVID-19 pandemic impacts the return of college athletics. The logo will appear on football helmets, jerseys and athletic facilities. Charlotte’s athletic department is working with the Trademark Licensing Office and the Collegiate Licensing Company to provide retail distribution for merchandise with the new logo.

“I’ve seen this university and the city transform,” women’s basketball Coach Cara Consuegra said. “We’re a young city, an energetic city. We’re a young university, an energetic university. The branding brings the city and the university together into that forward momentum. It has energy.”

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