With championship courses, facilities and organizations within its boundaries, the sports heritage in Hamilton County has long earned the title “Where Champions Play.” From the pros to youth sports, the county has hosted the best and brightest. And now the Hamilton County Sports Authority (HCSA) has launched its own championship feel.
HCSA, as part of its updated strategic plan, is launching a brand refresh complete with updated logos, wordmarks and other identity assets. The refreshed logo leans into Hamilton County’s championship ethos by resembling a championship banner.
“Certainly, HCSA is recognizable within the sports tourism industry,” Director Carl Daniels said. “We thought we could stand out a little more to rights owners and facilities owners in the space.”
While so much of the tourism industry revolves around leisure – and Daniels quickly notes that sports and leisure blend together – HCSA looked at a brand refresh as an opportunity to stand out to stakeholders across the county, state and nation.
Other elements of the new branding include all capital letters in wordmarks and a star in the state of Indiana at the bottom of the logo, serving as an homage to location, statewide unity and Hamilton County’s strength in the Indianapolis metro market.
“We are very much tied to leisure and to good sportsmanship. But in sports, sometimes you want to be on top and have an edge to your presence,” Daniels said. “This gave us a chance to do that and I think we hit on something that reflects on a strong sports background.”
The rebrand was done as part of HCSA’s strategic planning with local consultant CHARGE and full-service marketing firm ThreeSixtyGroup, who has been a Hamilton County Tourism partner for nearly 20 years and works with sports federations such as the Indiana High School Athletic Association, National Federation of State High School Associations and the National Interscholastic Athletic Administrators Association.
“When we set out to reset the brand, we were vibing on the NCAA and NBA and other sports properties. We wanted to speak to something that conveyed authority and excitement,” said Dan Myers, Partner and Media Director at ThreeSixtyGroup.
Myers said they considered 100 iterations before narrowing it down to 30 and then three versions.
“As much as the goal was to build a brand for HCSA as a standalone, we still wanted to make sure that tourism and sports were still together in some ways,” Myers said. “The secondary brand font is Gotham, which is what Visit Hamilton County uses. Together, they have brand equity and recognition, and you don’t want to abandon what you have.” Daniels reiterated that HCSA’s fresh, championship identity will continue to help the organization serve the region.
“Hamilton County Sports Authority is thriving and strong, making decisions to help people in Hamilton County through sports,” Daniels said.
