The mission of the National Collegiate Athletic Association (NCAA) is to support student athletes in both academic and athletic pursuits. However, research revealed that consumers perceived the NCAA only as a regulator and promoter of major college sports. Landor brought the NCAA mission and story to life by creating the “Balance” identity—an evocative and striking design that represents the balance between academics and athletics that student athletes strive for every day. The key element—the Balance Line—integrates text, imagery and color, and allows for flexibility across different applications while establishing a sophisticated and unique look for the brand.