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American Athletic Conference Unveils New Logo

CICELY MITCHELL, CBS Houston
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(Photo Credit: Ronald Martinez/Getty Images)

(Photo Credit: Ronald Martinez/Getty Images)

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HOUSTON (CBS Houston) This week, the American Athletic Conference unveiled its new logo helping to reshape, re-brand and propel the conference within the realms of a new visual identity.

“The creation of the logo and marks is a part of the ongoing branding of The American, formerly known as the Big East, stated officials with the AAC. “The new logo features a simple, athletic letter A in red, white and blue, which each institution can customize with its own colors. The marks were created by LeslieAnne Wade and MadCreek Advertising.”

Commissioner Mike Aresco sees the new logo as one that is symbolic of the creativity and ingenuity of the AAC entity: “As with the creation of our name, we worked directly with our institutions, sports marketing experts, media partners and design agencies to create and evaluate a variety of logo options,” said Commissioner Aresco. “We took our preferred marks to each institution within our conference for an open forum with school presidents, athletic directors and student athletes to get their input. The elegant, athletic and classic letter A with the unique star inside and AMERICAN underneath was unanimously chosen by every institution. We believe this bold mark and our series of ancillary marks will support our conference name and the values that our name represents. In addition, our partners at ESPN and CBS agree that its strength, simplicity and elegance will resonate well on TV,” added Aresco.

According to officials close with the American Athletic Conference, the process of creating and choosing a new logo was a vital step in the re-branding process for the American Athletic Conference. “From the unparalleled realignment of two athletic conferences, to securing multi-platform broadcast exposure with ESPN and CBS, to developing a new name, logo and overall identity, The American has undergone a unique, first-of-its-kind re-branding experience within college athletics,” added AAC officials.

Click here to view the new logo and obtain more information about the American Athletic Conference.

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