On Wednesday, Florida Citrus Sports revealed a new logo, the fourth in the organization’s history. The new mark replaces the “football” icon initially released in 2009.
The logo, shown above, features a custom font and an interpretation of the stadium icon used by Camping World Stadium since its reconstruction in 2014. The three horizontal lines underneath the stadium icon represent Lake Lorna Doone and the greater West Lakes communities — the focus of Florida Citrus Sports’ community and philanthropic efforts in conjunction with LIFT Orlando.
In a letter sent to members Wednesday morning, CEO Steve Hogan detailed the reason for the change and the inspiration behind the new primary brand, which will be used by the not-for-profit organization going forward.
“Though college football bowl games have long been and will always remain our foundation, we focus aggressively on leveraging a rebuilt Camping World Stadium to attract a wide range of events that will positively impact our region,” Hogan said.
“Further, our vision as a community organization has evolved to serve the LIFT Orlando initiative and focus heavily on impacting the lives of people around the stadium through more than just football. If you’ve driven down Orange Center Boulevard recently, you’ve already seen the way the new Pendana at West Lakes apartment complex has taken shape, and that project is just the beginning.
“So as we analyzed dozens of different logo drafts over the past several months and reviewed those options with leadership, we found ourselves coming back to the same central idea: Sports are important, and citrus is key, but the stadium is the thing,” Hogan added. “And regardless of what the new era of Florida Citrus Sports brings, the building will always be central to the mission.”