As reported on this very site yesterday the brand spanking new American Athletic Conference has its very own brand spanking new logo. Here are five fresh out of the box takes on what we make of it.
1) Patriotic without overkill
One of the worries with a conference tied into the American Athletic name is that the logo could easily become a gaudy mess. The red, white, and blue colors can obviously look bold and appealing if they are put together in the right way, but as decades of USA track and field uniforms have shown they can also look terrible when done wrong. This logo is striking without being obnoxious and succeeds in giving a high major feel to the conference when looked at alongside the likes of C-USA and the Sun Belt.
2) Better than other redesigns
We are looking at the Big Ten in particular whose logo is quite frankly horrible. While we are on that topic let's hope that whatever structure/division names The American brass come up with is better than the Leaders and the Legends.
3) Avoided the acronym
One of the biggest issues that the conference could have had has been strategically eliminated with this logo selection. The conference has from the beginning been keen to stray away from the AAC name in order to avoid confusion/comparisons with the ACC. The conference instead wants to be referred to as 'The American' and this one letter logo swathed in the colors of the US flag is a key way of creating this separation.
4) It is network approved
The logo's branding phase included not only coaches, administrators, and players from league members, but also key decision makers from the leagues key network partners at ESPN. Having an athletic, modern logo was key as it gives a single image for the marketing people to work with that is not in any way corporate. The feeling is that this logo will look great on TV, on the basketball court, and on the football field.
5) West Coast expansion?
Though the logo does look great it would be amiss not to point out that it does look a whole lot like the University of Arizona logo with a star on it. Clearly national domination is not far away for the members of The American.
5 thoughts on new AAC logo
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