IRVINE, Calif. – The Big West unveiled a new brand identity and logo today. The brand launch is the result of an extensive research effort aimed at creating a progressive, values-based brand that will withstand the myriad changes taking place in intercollegiate athletics. The new direction for the conference and its member institutions blends the league's strong commitment to student-athletes with the spirit of competition, innovation and inclusion California and Hawaii are known for under a new mantra, "Only The Bold."
 
The 'Only The Bold.' tagline and was developed to signal an emerging collegiate athletics culture, representing a new Big West attitude, rooted in the ideals of the region – innovation, creativity and courage.
 
The announcement is enhanced by a complete redesign and relaunch of BigWest.org, the conference's official website powered by SIDEARM Sports. The new BigWest.org places the content most important to Big West fans front and center. In addition to stats, schedules and standings, fans will also enjoy graphics, features and videos highlighting the stories of Big West student-athletes, coaches and alumni.
 
"Today is an exciting day in the history of the Big West and we are proud to share a new brand and a new direction," Big West Commissioner Dan Butterly said. "What we've created with input from more than 2,200 Big West presidents and chancellors, student-athletes, donors, sponsors, fans, athletics administrators and members of the media is a truly audience-driven identity. The vision of who and what the Big West is, and will become, was created by the people who are the most invested in our success."
 
The new Big West identity, which was unanimously approved by the Big West Board of Directors in their Spring meeting, is the result of a collaboration between the Big West Brand Task Force, which included representatives from all Big West institutions (student-athletes, coaches and administrators) and Pet Turtle Branding, a leading brand strategy firm whose principals have developed branding initiatives for the ACC, Kentucky Derby and the New York Yankees.
 
"Having provided brand strategies and identity programs to nearly a third of all collegiate athletic conferences in the country, the process undertaken by The Big West was the most collaborative that my team and I have been involved with," Pet Turtle Branding Principal Ed O'Hara said. "Applying valuable information gleaned from a broad cross-section of stakeholders, including critical input from student athletes has yielded a new identity which strikingly reflects unique aspects of the west coast and its people – fresh, contemporary, young at heart, strong, hopeful and moving forward."

The Big West Branding Task Force and Pet Turtle conducted comprehensive quantitative and qualitative research to create a powerful, resonant brand with high appeal to a Gen Z audience. Key stakeholders shared insights on which the new brand strategy was developed.
 
"We are extremely pleased with the process and the results of this important initiative," said Cal State Fullerton President and Big West Board of Directors Chair Fram Virjee. "The Board of Directors tasked Dan and his team with unifying the voices of our membership into a strong statement of who and what the Big West stands for. We believe this innovative, new direction is a strong reflection of the mission, vision and values we share throughout the Big West."
 
"The Big West Board of Directors have given us a mandate to put innovation and research at the forefront of our efforts to reestablish our brand and to move the conference forward," Butterly added. "That directive is what has guided our recent efforts to elevate the Big West on the national stage, including moving our basketball championships to Henderson, Nevada, the creation of a new, long-term deal with ESPN and now our new brand identity. This is a time of evolution and innovation throughout all of intercollegiate athletics and we intend to be at the forefront of that effort."
 
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QUOTES FROM THE BIG WEST BRANDING TASK FORCE
 
Vanessa Austin, Women's Basketball Student-Athlete, CSU Bakersfield
"The new Big West brand and what it stands for makes me truly excited to be a part of this conference. Not only does it make me want to compete on the court, but it makes me want to compete off the court. I would like to thank everyone on the branding task force as well as the Big West for listening to my voice and making sure that it is heard."
 
Jim Les, Head Men's Basketball Coach, UC Davis
"The new Big West brand is a clean and simple look into the excellence, diversity, and innovative attitudes of ALL our Institutions."
 
Dr. Lynnette Zelezny, President, CSU Bakersfield
"It was a joy to serve on the Big West Brand Task Force; what a committed team of professionals! I was so impressed with the comprehensive and inclusive research that drove us to a bold outcome.  Big West scholar-athletes, I can't wait to share your stories as "Only the Bold" and cheer you on wearing our striking contemporary logo. Here's to the power of our Pacific spirit as The Big West conference."
 
Wes Mallette, Interim Director of Athletics, UC Riverside
"A new, stronger and more impactful brand identity system is a good thing for The Big West and that goes beyond just the new visual design elements. We have 11 athletics programs in The Big West that represent some of our nation's finest universities and we are proud to compete in a conference that understands how important this is to us; and the energy and enthusiasm behind what The Big West means to so many as well as the upward trajectory the entire conference is on is reflected here."
 
Ashley Preston, Former Head Women's Volleyball Coach, Cal State Fullerton
"Being a part of the Big West Brand Task force wasn't just about recreating a logo; it was about honestly and authentically asking the question, 'In this day and age what do we stand for as a conference?'  With the historical richness we have, the region we are in and the diversity we hold with Asian Pacific Islander, Hispanic, Black, LGBTQ coaches, players, fans and donors –
We Are BOLD. These brand pillars give us a foundation of what we intend to embody beyond the wins and losses. I'm excited to see those intentions turn to action to make an amazing experience for our student athletes."
 
Nick Feller, Associate Athletic Director – Branding & Licensing, UC San Diego
"The new brand and logo bring a refreshed, modern aesthetic to the Big West Conference.  The process to get here was extremely collaborative and enlightening across the board with all member institutions providing worthwhile dialogue.  I have no doubt that these new marks will stand the test of time and be a point of pride for each of the scholar- athletes, coaches, fans and universities in our conference."
 
 
Alex Roberts-Croteau, Assistant Director of Media Relations, UC Irvine
"The Big West Conference and all of its schools have a unique combination of a storied history and burgeoning potential and being part of the collective that gets to unlock this next stage of
the conference's identity has been an honor. Working with the fascinating minds of Ed O'Hara and his crew at Pet Turtle Branding in unison with Commissioner Butterly and the new brass has been a wonderful experience that has reinvigorated my passion for Big West sports with its redefined identity and vision."
 
Ed O'Hara, Principal, Pet Turtle Branding
"The Big West's new brand identity has clearly achieved its primary objective – to be different, to be better and to boldly stand apart in the collegiate athletic space."