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The American unveils new logo

5/30/2013

The long-anticipated moment has finally arrived -- the American Athletic Conference has unveiled its brand new logo.

This blogger gives it two thumbs up.

Here is more from the league release Thursday morning:

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.

"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,” commissioner Mike Aresco said in a statement. "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."

The American Athletic Conference will assume its new name on July 1, when it will also launch the full version of its website. Until then, the site will feature basic information on the conference and its member schools.

Aresco has a conference call later this morning, so stay tuned for more later today.