THE CHALLENGE

In late January 2013, Conference Commissioner Michael Aresco, with the help of marketing consultant LeslieAnne Wade, set out to find a branding agency that would generate new names as well as a powerful graphic identity for the re-envisioned conference. MadCreek was selected as one of the competing agencies, along with a major New York City agency and a creative group from Texas that had completed the branding for the PAC 10.

Many variables went into the name generation assignment, including the geography and characteristics of the new members schools. MadCreek alone generated close to 150 potential names, with a total of 250 names being presented to conference officials. The new name “American Athletic Conference” was chosen in late March and based on some preliminary marks developed for internal review, MadCreek was awarded the assignment to develop a comprehensive brand identity for the conference.

For two months, in close (and very confidential) strategic collaboration with the American Athletic Conference’s internal development team, MadCreek worked intensively on a new logo and look for the league. Wade wanted something “a little traditional, but very new-looking,” while Commissioner Aresco was partial to a patriotic graphic theme. The agency developed four final designs and one was selected by Aresco and Wade to be shopped to the individual member schools. In a period of 13 days, MadCreek representatives visited all 12 participating colleges in the newly formed American Athletic Conference to make personal presentations, gauge reactions and incorporate final revisions.

THE RESULT

The final logo design, unanimously approved by member schools at a late May meeting, is a dynamic mark that is graphically versatile and can be used in wide-ranging applications. It uses the timeless “Varsity” look as the foundational typeface, with contemporary upgrades to give the mark an athletic, energetic and enduring personality. Composed of red, white and blue colors, it also evokes feelings of patriotism without waving flags. It captures the American competitive spirit and winning attitude of this reimagined major college conference.Commissioner Aresco called the new logo  “a bold look” and remarked that MadCreek’s efforts were “herculean” in the face of a short development window and the eagerness of member schools to have the new mark quickly to rebrand their sports venue, uniforms, and communications materials before the fall season. Ms. Wade characterized the new logo as “tremendously appealing.”

After the unveiling of the new logo in late May, MadCreek went on to customize the logo for each member school, as well as design and develop a detailed style guide. The agency also created the initial nationwide launch website as well as a merchandising template to be used by the league and member schools. The brand development story made national news, including this article on Espn.com.