PROVIDENCE, R.I. – The American Athletic Conference brings the power with its new branding initiative developed for the 2016-17 school year in collaboration with RARE Design, the Conference’s branding agency.
Together with “#AmericanPower,” an integrated campaign carried across all media platforms, including broadcast, digital, in-stadium, and print, the marketing initiative also includes a new brand positioning for the Conference and a revitalized set of championship logos for all The American’s championship games and events.
“We are pleased to be partnering with RARE on our new branding campaign and initiatives,” said American Athletic Conference Commissioner Mike Aresco. “The American is a powerful brand in intercollegiate athletics and this campaign will extend and enhance it, bringing renewed and greater attention to who we are and what we are achieving on the collegiate landscape. RARE Design’s work captures the powerful spirit and essence of our league.”
RARE is a national branding and design firm which specializes in athletics. The Hattiesburg, Mississippi firm has helped develop the brands and identities for universities and colleges from all three NCAA divisions, as well as teams from the NFL, NBA, WNBA, MLB, MLS, NHL and AFL, including such notable brands as the Sacramento Kings, Charlotte Hornets, Atlanta Hawks, Portland Timbers, New Orleans Pelicans, Memphis Grizzlies, Houston Texans and Washington Valor.
“The American is focusing its branding on changing and redefining what it means to be a power conference,” said Rodney Richardson, RARE’s president and creative director. “There is no question that an organization’s brand tells its story, brings to life its mission and calls out its point of differentiation. The American is telling a special story and is in the midst of a maturing transformation. The success of the Conference has been defined by its incredible accomplishments, its ambitious spirit, its determination and its tremendous pride. The Conference’s great universities are situated in some of our nation’s most influential cities and have achieved unprecedented success. The league is growing and prospering. This brand initiative is a reflection and celebration of that power.”
“When you look at our membership, you quickly see that we are nationally relevant and respected in college athletics and that our potential has not been remotely realized yet.” Aresco said. “Our performances on the field and court and in our classrooms and communities have drawn national attention and respect. We are building a powerful brand and legacy.”
The American is comprised of 12 prestigious institutions: University of Central Florida, University of Cincinnati, East Carolina University, University of Connecticut, University of Houston, University of Memphis, U.S. Naval Academy (football only), University of South Florida, Southern Methodist University, Temple University, Tulane University and University of Tulsa.