Learfield IMG College Changes Name, Branding to LEARFIELD

Learfield IMG College has refreshed its branding to simplify, strengthen, and modernize how it represents its portfolio of products to its clients, its partners, and the communities in which it operates.

“We think the new brand visually distinguishes the company in the same way that the expertise and passion of our people differentiate the experience of working with LEARFIELD and its affiliated brands,” says Cole Gahagan, chief executive officer, LEARFIELD. “As we set the pace and standards for innovation, we will continue our relentless focus on building great relationships with our partners and helping brands connect to fans, as we tell our broader story in the market.”

The new logo and identity system was developed after extensive consultation with university partners, brand clients, and employees. It is designed to be easier to use, more recognizable, and better suited to digital uses. Designed internally in an extensive, inclusive design process, the new branding includes a simplified logo consisting of the word LEARFIELD and an icon. The icon represents the “pennant” prominent in company logomarks combined with a stylized “number one” to create an active L design.

“The brand represents what we are about,” says Jennifer Davis, chief marketing and communication officer, LEARFIELD. “The pennant speaks to our history in college sports and relates to the passionate fan experience, not just on game day, but every day. This passion extends to our performing arts and venue partnerships as well. The one figure in the design depicts that we are coming together as a unified company to lead the industry and to put our partners and clients first, as they seek to compete and achieve their goals.”

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