After 48 years, California State Soccer Association - South (Cal South) has 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 – has changed greatly in the last few years. 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. This effort is in advance of Cal South’s 50th anniversary as an organization in 2024. 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.