Story provided by USC Upstate Athletics Department
USC Upstate Athletics has unveiled a brand refresh and a new Spartan helmet spirit mark following a nearly yearlong research and development process. The brand refresh includes a new and distinctive Spartan helmet spirit mark, new typography, and a set of tertiary marks for all USC Upstate athletic programs—while preserving the tradition and equity built into the “U-Upstate” primary logo and the Upstate and Spartans wordmarks that have been in use since USC Spartanburg rebranded as USC Upstate in 2004. The “U-Upstate” mark will remain the department’s primary mark, with the new spirit mark serving as the secondary identity.
“This is an exciting day for our university to bring this new identity to life. I want to thank Jonathan Hooks, assistant vice chancellor for marketing and creative services; Bridget Kirkland, associate professor of graphic design and co-leader of Studio Upstate; Lenny Mathis, senior associate athletic director for external operations; Nick Konawalik, regional brand manager, Affinity Licensing; and our design firm, Zilligen Design Studio, for collaborating over the past year to bring this new distinctive look to life while adding value to our primary logo and wordmarks that will continue to serve us in the future,” said Vice Chancellor and Director of Athletics Matt Martin.
“The entire USC Upstate community can take great pride now in knowing that our new Spartan mark is unique to our university and rooted deeply in imagery of the great state of South Carolina,” Martin added.
New Spirit Mark
For years, a new Spartan spirit mark has been a topic of discussion, as the helmet logo in use since 2004 was often confused with other Spartan icons—especially when depicted on green. Through focus group discussions, it became clear that the goals of a new mark should convey strength, leadership and pride, while enhancing the university’s visibility within the region and beyond.
The new Spartan spirit mark encapsulates several elements that tell a larger story of what it means to be a USC Upstate Spartan:
- The Spartan is positioned to mirror the outline of the state of South Carolina in its facial features, creating a distinct identity among other Spartan or similar collegiate emblems.
- Within the helmet, the white faceguard fastener doubles as the crescent moon from the South Carolina state flag—one of the state’s most recognizable symbols. Its location in the upper-left quadrant mimics Spartanburg’s geographic position within the state.
- The new spirit mark uses the same color palette as the “U-Upstate” primary mark, implementing a visual balance of green, black and white for a seamless transition within the existing brand identity.
- To be a Spartan is to be focused, relentless and dedicated. The spirit mark illustrates this momentum through dynamic linework that suggests forward motion.
- The helmet’s wearer is intentionally ambiguous, incorporating both masculine and feminine qualities—because to be a Spartan is to be representative of all people.
New Typography
Complementing the existing “U-Upstate” and wordmarks, a new official typography family has also been introduced. “Sporty Pro” has been selected for tertiary marks and related graphics. Designers should consult the new USC Upstate Athletics Brand Guide to determine the appropriate stylistic alternatives within the font to match the updated visual identity. “Sporty Pro” may be sheared at 16°—the same angle used in the dynamic motion of the “U-Upstate” primary mark and existing wordmarks.
“We are in the midst of unprecedented success during our more than 20 years in Division I, and the unveiling of these marks—while strengthening key elements of our existing brand—is essential to growing our identity throughout the region and nationally. This is just the beginning, as we plan to continue evaluating our brand position over the next year, exploring additional tertiary marks,” Martin said.
Partnership and Availability
“Royalties from merchandise sales have increased approximately 84% over the course of our partnership with USC Upstate,” said Wil Spires, partner of Affinity Licensing. “This new brand refresh brings a bold, modern look that we believe will resonate with pride and belonging making it more appealing than ever for students, alumni and fans to wear and share. We’re excited to see the new brand assets drive stronger merchandise sales and deeper engagement across our Upstate community,” continued Spires.
The brand was developed in partnership with Zilligen Design Studio and lead designer and owner CJ Zilligen. Based in Upstate South Carolina with roots in Chicagoland, Zilligen Design Studio is a dynamic sports branding firm founded in 2018 that specializes in full-service identity design, custom typeface development and supporting illustration.
Apparel and merchandise featuring the new brand are available now at the USC Upstate Bookstore, located in the Health Education Complex on North Campus Boulevard, as well as online through the bookstore’s website. A new line of merchandise is also available at the newly redesigned Shop.UpstateSpartans.com.
For more information or questions, contact Lenny Mathis at LDMathis@uscupstate.edu.
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