The West Coast Conference has evolved its brand identity for the first time in over 15 years.

Designed by SME, the new WCC logo features a bold, symmetrical W over an element that represents the conference's wide range of campus beauty. The strong W symbolizes the continuity and stability of the conference's membership, as well as the WCC’s commitment to the student-athlete’s balance of life. Below the W is an element that signifies the beauty found throughout the West Coast. It evokes the coastal waves, rivers, hills and mountains boasted by each campus. A five-point star sits atop the W, representing the conference's history - which began with five original members at its founding in 1952 - while also paying homage to the stars highlighting the geographic placement of the membership in the most recent WCC logo, in use since 1995.