At the core of the new brand, the league said, lay the unique and shared values of authenticity, integrity, fearlessness, honesty and loyalty.
"These values will be used to measure everything we do — from partners we consider aligning with, to how we judge student-athlete behavior, to whether or not we consider entrance of new schools that wish to join our conference," Fullerton said.
This marks the first time the 49-year-old league has undergone a rebranding campaign. The league had used the prior logo since the mid-1990s. Big Sky institutions will also feel ownership in the logo, as it has been designed in all 13 school's official colors. The new logo will appear on uniforms, fields and playing courts in each university's colors.
"We uncovered certain truths about our conference that are unique and different," Fullerton said. "This led to our new identity and that will be built upon in the coming years. We think the overall new look and feel of our conference properly expresses our essence and the essence of our fans, student athletes, member schools and our partners."
The Big Sky is one of just three football-playing conferences in the western United States, along with the Pac-12 and Mountain West.
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