The NCAA Division II program wanted to re-brand themselves to emphasize how their student athletes “chose” a DII school because of the higher expectations set for both academics and sports. We came up with the tag “I chose Division II” to drive that message home. In addition, the hexagon shape was used to represent the 6 attributes defined that integrated in both academics and sports. They are Passion, Balance, Resourcefulness, Service, Learning and Sportsmanship. This is also visually portrayed by juxtaposing a student image with a similar athlete image.
