From Hyphens to High-Fives: Conference USA’s Bold Rebranding

Conference USA, the renowned intercollegiate athletic conference, has made a significant change that is causing ripples of excitement and curiosity throughout the sports world. On Tuesday, the conference announced the death of the hyphen, officially shedding its former name and embracing a new identity. Going forward, the conference will be known as CUSA, marking the end of an era that lasted from 1995 to 2023.

The decision to rebrand and adopt the new name comes as part of a larger effort by Conference USA to revitalize its image and enhance its recognition among fans, media, and the general public. In a world where attention spans are short and first impressions matter, a name change can have a profound impact on how an organization is perceived. Conference USA aims to capitalize on this opportunity to elevate its standing in the collegiate athletics landscape.

The Journey to a Fresh Identity

Conference USA’s transformation began with a comprehensive evaluation of its brand strategy. Guided by Octagon, the league’s media consultant, Conference USA embarked on a partnership with FutureBrand, a renowned brand agency. FutureBrand, armed with its proprietary model called Brand Plus, brought fresh ideas and expertise to the table, helping Conference USA shape its new identity.

The collaborative efforts of all stakeholders, including student athletes, coaches, administrators, and faculty, resulted in the emergence of a powerful tagline: “No Limits on Us.” This tagline encapsulates the conference’s vision and aspirations—a collective commitment to achieving prominence and fierce competition at the national level.

A Reimagined Visual Identity

To align with its new brand strategy, Conference USA’s in-house creative team took charge of updating the conference’s visual identity. The primary mark underwent a transformation, incorporating elements that embody the spirit of Conference USA’s evolution. Alongside the primary mark, a full name and alternate use logo were also introduced, providing flexibility in how the conference is represented across various platforms.

One of the most visible changes in the rebranding process is the abbreviation of the conference’s name. CUSA replaces the previously used C-USA, effectively eliminating the hyphen. This change ensures consistency across all content and social platforms, while also reinforcing the conference’s commitment to embracing a fresh, modern identity.

The Ripple Effect of Conference Realignment

The rebranding effort coincides with another significant development—the conference’s membership changes. Conference USA will welcome five holdovers and four new members for the 2023-24 academic year. The addition of FIU, Jacksonville State, Liberty, New Mexico State, and Sam Houston, along with the presence of Louisiana Tech, Middle Tennessee State, UTEP, and Western Kentucky, represents a dynamic mix of institutions committed to Conference USA’s mission.

Looking ahead, Kennesaw State is set to join as the conference’s tenth member in 2024, further solidifying Conference USA’s position as a thriving collegiate athletics powerhouse. The rebranding effort serves as a symbol of unity and progress within a transformed group of dedicated institutions, collectively striving for excellence on a national stage.

The Impact and Future of CUSA

Conference USA’s decision to shed its former name and embrace CUSA demonstrates a forward-thinking approach and a commitment to staying relevant in a fast-paced, ever-changing sports landscape. By refreshing its brand and visual identity, the conference aims to enhance its recognition, capture the attention of a broader audience, and attract new fans.

This rebranding effort represents a pivotal moment in Conference USA’s history—a time of rejuvenation, innovation, and limitless possibilities. As Commissioner Judy MacLeod aptly stated, “Our brand refresh is an exciting opportunity to elevate Conference USA in the collegiate athletics landscape. It represents who we are as a league—a transformed group of committed institutions focused on prominence and competition at the national level.”

With its new brand strategy and visual identity firmly in place, CUSA is poised to embark on a new era of growth and success. As fans eagerly anticipate the upcoming season, the conference’s fresh start promises to inspire, captivate, and leave a lasting impact on the world of collegiate athletics.

As the hyphen fades into the annals of history, Conference USA embraces the future with open arms, ready to make its mark as CUSA—a name that signifies progress, unity, and a commitment to reaching new heights. The journey has just begun, and there are truly no limits on what CUSA can achieve.


  1. David Blake Avatar
    David Blake

    Conference USA’s decision to rebrand and bid farewell to the hyphen signifies a strategic move to stay relevant and capture the attention of sports enthusiasts. By adopting the new name CUSA, the conference is embracing a modern identity that aligns with the fast-paced nature of today’s sports industry. This bold step demonstrates Conference USA’s commitment to adaptability and innovation in an ever-evolving landscape. With this rebranding effort, we can expect increased visibility and engagement for CUSA, paving the way for a promising future in collegiate athletics.

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