KANSAS CITY, Mo. – The Heart of America Athletic Conference has initiated the process of expanding its profile and that of its member institutions by unveiling a new logo to spearhead its rebranding efforts going into the 2015-16 school year.

Seeking to create a cohesive and uniform visual identity with the conference adding Grand View University and William Penn University for the 2015-16 academic year, as well as the acceptance of Clarke University and Mount Mercy University for the following season, the league has been aggressive in its efforts to communicate with its key audiences.

The new logo includes four important characteristics to define what the conference represents:

– The “A” represents the member institutions shown as America – meaning freedom, independence and autonomy.

– The star represents the student-athletes within the institution – the heart of the institutions’ athletic programs.

– The three points of the star characterizes the common goals of each institution – education, cultivation and graduation.

– The forward movement of the “A” signifies the conference’s constant growth and transformation.

“The new logo is the foundation of the Heart’s brand identity,” said Heart commissioner Lori Thomas. “Changing the look and feel was a priority to raise awareness, relevance and resonate with member institutions, coaches and student-athletes.”

Partnered with its new brand identity, the conference will be extending its reach into a new geographic area with its expansion and have the opportunity to spread its message of character-driven, championship-level collegiate competition.

As part of the rebranding effort, the conference will also be known as “the Heart”, dropping its previous moniker that included its four initials. This change aligns with the overall efforts to be known as the heart of the National Association of Intercollegiate Athletics (NAIA) and be known as the premier conference of the association.

The Heart currently consists of the following institutions: Avila University (Kansas City, Mo.), Baker University (Baldwin City, Kan.), Benedictine College (Atchison, Kan.), Central Methodist University (Fayette, Mo.), Culver-Stockton College (Canton, Mo.), Evangel University (Springfield, Mo.), Graceland University (Lamoni, Iowa), MidAmerica Nazarene University (Olathe, Kan.), Missouri Valley College (Marshall, Mo.), and Peru State College (Peru, Neb.).

— Heart of America Athletics Conference Press Release —