The Charlotte Sports Foundation (CSF) announced a new logo and refreshed Charlotte Sports brand identity today. The “Champions Crown” logo update is the first in the non-profit’s 11-year history and drew inspiration from the organization’s previous logo and other sources, including the 1994 NCAA Men’s Final Four, to represent the growth and future of sports events in the Queen City.

“We are thrilled with the updated mark. It is distinctive, relevant and a strong representation of our mission to develop unique, large-scale sports events that positively impact the Charlotte region,” said CSF executive Danny Morrison. “We’re appreciative of the hard work from all that has gone into growing the Charlotte Sports Foundation since 2013 and are excited for the continued upward trajectory.”

In just over a decade the organization has grown from two postseason football games to organizer of six major sporting events and partner in numerous others, resulting in over $750 million in estimated economic impact for the Charlotte region. During this time the Queen City has grown as a premier place for sports business, recently being named number three in the Sports Business Journal’s Best “Sports Business Cities.”

To create the new identity CSF partnered with the agency Luquire to embark on a four plus month journey of brand evaluation and creation before landing on the updated mark and brand.

“We are excited with the new logo refresh created for our Charlotte Sports Foundation. It captures and highlights the broad array and high level of sports the CSF brings and supports within our region,” said Steve Luquire, chairman of Luquire. “The new “Champions Crown” has a vibrancy that is reflective of the many events initiated and supported by this incredible organization.”

This year, CSF looks to host its most ambitious schedule yet starting with the Meck Mile presented by Albemarle in May and ending with the Duke’s Mayo Bowl in December.