Blue SoCon letters arched in a bowtie. The Southern Conference launched its refreshed brand in early August 2023 prior to the beginning of athletic competition in the 2023-24 school year. The conference`s refreshed brand and primary logo leverages the term and abbreviation SoCon while providing improvements to the visual representation and artistic presentation. The new logos build from the conference`s previous secondary logo and modernizes the visuals to be more effective in a variety of media presentations. In addition to revising the primary logo, the league`s new formal logo refers to the SoCon as `The Southern Conference.` The adjustment and addition of `The` is an acknowledgement of the SoCon’s status as the fifth-oldest conference in the country, serving as a precursor to other conferences, including the ACC and SEC, inside the SoCon`s geographical footprint. Joe Bosack & Co. provided assistance to the SoCon in the logo refresh.