Southern Athletic Association Unveils Dynamic New Brand Identity
CANTON, GA – The Southern Athletic Association (SAA) is proud to announce the launch of its new brand identity, a transformative step in showcasing the league's commitment to excellence and its bright future. The SAA partnered with the New Jersey-based agency SKYE (skye.design), leaders in sport branding, to conduct a thorough brand analysis and develop a refreshed set of logos.
"We were very fortunate to partner with the team at SKYE on this project. Their expertise and collaborative spirit were instrumental in bringing this vision to life. This rebranding journey was an excellent opportunity to engage our membership and capture the essence of who the SAA has been and who we want to become."
Stacey LaDew, SAA Commissioner
Throughout the process, the SAA sought input from various stakeholders across the league, ensuring the new identity authentically represents the shared values and aspirations of its members. "We feel confident that this new look positions our league positively for the future," Commissioner LaDew continued. "It tells our story while highlighting the drive and commitment to excellence that defines all of our members."
The unveiling of this new brand comes at a pivotal time for the SAA, as the league prepares to welcome Southwestern University and Trinity University as full-time members in 2025, alongside future full-time members Maryville College, who will join as affiliate members in football and women’s golf in 2025.
"Launching this reimagined brand during such an exciting period of growth underscores the momentum within our conference," LaDew said. "We are grateful to our membership for their active participation throughout this process and to the dedicated committee members who worked tirelessly to help set us apart on the Division III landscape."
The new brand identity underscores the SAA’s dedication to fostering a vibrant and unified community while celebrating its unique place in collegiate athletics.
BRAND NARRATIVE
"Big standards, Big opportunities, Big future"
With membership spanning six states, a home region known for grand gestures, and a perpetual standard of excellence, 'Bigger & Better' is central to the SAA story. The updated logo speaks to this concept, anchored by bold 'SAA' initials.
"THE ROAD TO EXCELLENCE"
Diverse landscapes and bright horizons are distinct to the conference essence. The motion lines in the logo represent the dramatic perspective of the open roads that connect membership, emblematic of the competitive drive of each student-athlete and team. The three lines in the logo embody the drive narrative and reaffirm the SAA's dedication to NCAA Division III.
SPORT-SPECIFIC MARKS
POST-SEASON MARKS
HISTORY OF THE SAA
The Southern Athletic Association (SAA) was established in 2011 as an NCAA Division III athletic conference, designed to serve the distinctive needs of premier liberal arts institutions in the southern United States. With a focus on both academic and athletic excellence, the conference was born from a collective desire to provide student-athletes with a balanced and competitive athletic experience that aligns with rigorous academic expectations.
The founding members—Berry College, Birmingham-Southern College, Centre College, Hendrix College, Millsaps College, Oglethorpe University, Rhodes College, and the University of the South—shared a vision of intercollegiate athletics that emphasized character, learning, and growth, both on and off the field. Over the years, the conference has evolved, with Birmingham-Southern closing and the addition of affiliate members in key sports like football, reflecting the conference’s commitment to growth and competitiveness on the national stage.
In 2025-26, the conference will welcome full membership from Trinity University (Texas) and Southwestern University, and in 2026-27, Maryville College will join the league marking an exciting new chapter in the SAA's history. These additions bolster the SAA's position as a prominent leader in Division III athletics, fostering excellence in competition and cultivating strong educational partnerships.
Today, the SAA remains committed to its core values of academic excellence, athletic distinction, exceptional culture, and co-curricular learning. By providing an arena where students can thrive both academically and athletically, the SAA continues to be a beacon of excellence within the world of NCAA Division III athletics.