The California State Soccer Association - South (Cal South) is a 501c(3) California public benefit corporation and is the official youth and adult state soccer association of the United States Soccer Federation, US Youth Soccer, and the United States Adult Soccer Association. The organization, with a service area that extends from San Luis Obispo to San Diego, provides rewarding recreational and competitive opportunities for players of all ages, genders and skill levels.
Cal South Rebrand
In 2022, after 48 years, Cal South had long proven itself as one of the most successful soccer associations in the United States. The association’s level of quality, innovation, and service has long stood as the vanguard in youth and adult soccer, but the world – and soccer in Southern California – continues to change.
To deliver what its members required, Cal South needed to change too. Part of that change is the creation of the first new organizational logo and overall branding since Cal South started in 1974.
As a previous employee and longtime freelance logo contributor, I was contracted to refresh and modernize the brand. The new design for Cal South is fresh, streamlined, and forward-looking, while still maintaining elements tied to Cal South’s history. More than a dozen sub-logos and variations were created, along with a 50+ page brand guide to assist with usage across a large member base.
CREDITS
Cal South Tournaments
Sports branding is a passion of mine, and since 2010, I have had the pleasure of designing dozens of logos for Cal South across some of the largest youth and adult soccer tournaments in the United States. Below are just a few that feature the new branding.
CREDITS
Client: Cal South
Art Direction & Graphic Design: Logan Johnson
Years: 2023, 2022 shown; since 2015 freelance; since 2010 as an employee
Art Direction & Graphic Design: Logan Johnson
Years: 2023, 2022 shown; since 2015 freelance; since 2010 as an employee
