Charlotte 49ers unveil new brand identity

Published 12:00 am Wednesday, June 24, 2020

The Charlotte 49ers, UNC Charlotte’s Division I intercollegiate athletics program, unveiled a new brand identity in the first update to the Charlotte 49ers athletic mark since 2000.

“The new identity captures the energy that will drive our programs to championship-level success,” said 49ers Director of Athletics Mike Hill. “It’s an exciting time for Charlotte athletics. We enjoyed our first football bowl game last season, set a record for home wins in men’s basketball, won league titles in men’s and women’s track and field, advanced to the NCAA Men’s Soccer Tournament second round, and saw multiple teams continue their dramatic competitive ascent.”

The centerpiece of the new look is a distinctive mark called the “All-In C.” An evolution from the current Charlotte athletics logo, it places the classic 49ers’ gold-mining pick inside a collegiate-inspired “C” with beveled corners, an aggressive stance and a 9-degree forward tilt that illustrates the brand’s positive energy and forward momentum.

“It looks incredible,” said Head 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.”

The new identity is set to debut during fall seasons, which are dependent on how college sports return in the coronavirus pandemic. The athletic department is working closely with the Trademark Licensing Office and the Collegiate Licensing Company to provide retail distribution for merchandise featuring the new marks.

Charlotte 49ers athletics partnered with Luquire George Andrews (LGA), a Charlotte-based strategic communications firm that has several UNC Charlotte alumni on its roster. The year-long collaboration was led by LGA Senior Vice President/Executive Creative Director Todd Aldridge, a distinguished alumnus of UNC Charlotte’s College of Arts + Architecture.


“Our team is in the process of exploring all the ways to bring our new brand identity to life,” said Chris Fuller, the 49ers’ deputy athletic director for External Affairs. “And it couldn’t come at a better time, with students, faculty and staff returning to campus in September. This will be a great way to kick off the new school year.”

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