Before The St. James was an expansive sports, performance, and wellness center it was an ambitious concept in need of a unifying emblem. Something that embodied excellence and loyalty while establishing The St. James as the center of the universe for those seeking to reach peak performance. The logo development process was inspired by traditional stonework lettering, collegiate sporting crests, and modern monumental architecture. The end result was a bold, versatile set of logos that unifies The St. James brand by proudly emblazoning everything from the backboards to the baseball helmets.