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American Athletic Conference Reveals Its New Star-Centric Logo

Dan CarsonTrending Lead WriterMay 30, 2013

“Join the AAC: You want to be a star, don’t ya?

It’s a new start for the American Athletic Conference, and in the interest of furthering its rebranding efforts, the conference has unveiled its new logo. Unsurprisingly, it didn’t skimp on the “American” aspect.

Formerly the Big East, the rebranded AAC is looking to change its image in a big way, according to the USA Today, and thus sought the expertise of two separate advertising firms to design its new logo. The result was this “A” with a starry-eyed surprise design in the middle.

The design was allegedly based on feedback and ideas from coaches, school personnel and even athletes themselves. AAC commissioner Mike Aresco explained the thinking behind the design in a manner reminiscent of a bachelorette describing her ideal man (via USA Today).

It’s a bold look. 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.

Stern but fair. Gentle but also strong. Can make me laugh when I’ve had a bad day; isn’t afraid to cry in front of me. 

This logo has it all—and it certainly doesn’t over-embellish anything.

The design is simple. You cannot get much more straightforward than a giant “A” with a star in the middle when your league is named the “American Athletic Conference.”

Do we like it, though? The coloring and the star certainly have a cool, ’92 Dream Team flavor to them, but the blue fading to black in the center looks a bit like a PowerPoint effect.

But what do I know? I don’t have two advertising firms worth of style expertise.


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