Mid-Central College Conference Rebranded
Formerly the Mid-Central College Conference (MCC), the premier NAIA intercollegiate athletic league is now known as the Crossroads League. The new name and logo were unveiled June 27 in Hartford City, Ind.
According to League Commissioner J.D. Collins, the rebranding effort, which he initiated in the fall of 2011, was intended to revive and update the central Indiana-based athletic conference’s identity. The new brand conveys the league’s dedication to competitive athletics, its faith-driven focus and Midwest location. “Our league now communicates, both visually and through the name, all of the things our institutions hold dear: our unique faith, top-flight athletics, and our foundation in the Midwest,” Collins said. The presidents whose institutions comprise the league echoed Collins’ satisfaction with the new brand.
Involving institution presidents, athletic directors, coaches and sports information directors in the research study he began in 2011, Collins discovered there was a consensus that the existing brand needed to be overhauled. He then put together an internal brand committee of institution leaders and worked with 2D Consulting, a college athletics consultant. From that point, a branding agency, Intersection, was hired to lead the rebranding effort.
The Crossroads League will continue regular competition in the NAIA's national tournaments. Offering 15 year-round sports throughout Indiana, Michigan and Ohio, the league will also continue its dedication to academic excellence, competitive athletics and strong faith.
Ten institutions form the Crossroads League. They are Bethel College (Mishawaka, IN); Goshen College (Goshen, IN); Grace College (Winona Lake, IN); Huntington University (Huntington, IN); Indiana Wesleyan University (Marion, IN); Marian University (Indianapolis, IN); Mount Vernon Nazarene University (Mount Vernon, OH); University of Saint Francis (Fort Wayne, IN); Spring Arbor University (Spring Arbor, MI); and Taylor University (Upland, IN). Vist the Crossroads League website for more information.