American Athletic Conference unveils logo
by Dan Wolken, USA TODAY Sports
As the American Athletic Conference ramps up its re-branding effort before debuting this fall, commissioner Mike Aresco hopes its new logo – a blue “A” with a red star in the middle – will serve as a symbol bringing familiarity and identity to a league that has spent the past several months in transition.
“It’s a bold look,” Aresco said. “Obviously this is a media world we live in, and we wanted to make sure we had the kind of mark that would be distinctive and would make an impact when people saw it. We wanted it to be something people would like and remember, but the notion really was to make it as simple as possible but also strong.”
The conference, which is officially releasing its set of logos today, was formerly known as the Big East until last December when the seven Catholic, non-football-playing schools decided to break off and form their own league. After an intense negotiation process, the remaining schools essentially agreed to sell the Big East moniker to the new basketball-centric league and start over with a new name and brand.
In April, school presidents officially chose American Athletic Conference but until today have not been able to use the symbol that will go on everything from uniforms to football fields to recruiting materials.
“It’s another step in reinventing the conference, and it’s a big one,” Aresco said.
Because of the importance, the league employed two advertising firms to submit logo designs and went to every campus in the league to get feedback from coaches, administrators and even athletes.
League officials ultimately chose the logo designed and recommended by MadCreek Advertising out of Upper Montclair, N.J.
“We wanted it to be a little traditional, but very new-looking,” said LeslieAnne Wade, managing partner of Wade Media Management and a marketing consultant for the league. “The main focus was really creating something that looks like a sports brand and a sports logo. When you get into the use of the word American, there are a lot of corporate logos, and we didn’t want it to look like that. We were looking for really … [For more on American Athletic Conference unveils its primary logo, click here.]