IRVING, Texas – The American Conference today officially launched a dynamic modernization of its brand identity, marking a new era for the league and the communities it serves. Each aspect of the brand evolution, from naming conventions to creative assets and applications, was designed to elevate how the American shows up: boldly, consistently, and with purpose across every platform.

“The American has built a brand that differentiates us in a crowded collegiate landscape by establishing and elevating what makes us distinctive,” said Commissioner Tim Pernetti. “This modernization is rooted in who we are and where we’re headed. It prioritizes clarity, momentum, and the competitive advantage driving every part of our conference forward.”
 
The announcement comes ahead of the conference’s Football Media Days and represents a strategic and holistic approach. Here is what is new: 
 

A Clear Name 
The conference has retired the names “American Athletic Conference” and “AAC.” The league will now be referred to as “American Conference” on first reference and simply “American” thereafter. 

Rally Call 
The league has a new tagline, “Built to Rise,” which is resilient by design, purpose-driven in action, and constantly innovating across collegiate athletics.

Grounded in a Clear Brand Ethos & Core Pillars
The American is now guided by a focused brand ethos with a new mission, vision, and purpose, and powered by three core pillars: Innovation, Grit, and Service.

A Bold New Visual Identity
A new wordmark logo reflects the conference’s legacy and progression, starting with the iconic primary angular mark “A,” which now leads the word “American.”

Soar the Eagle: A First-of-Its-Kind Conference Brand Ambassador
The American is the first collegiate conference to have a full-fledged brand ambassador. Soar is a multi-platform, purpose-driven brand symbol and commercialized IP, one that personifies the DNA of the American. 

Built to Rise: A National PSA The conference will unveil a high-impact, 30-second national PSA titled “Built to Rise.” The national spot is voiced by Commissioner Pernetti.

Revitalized Digital Experience From a reimagined website (launching July 24) to dynamic content and social media, the conference’s digital presence has been revitalized, streamlined, and tailored to reflect its brand ethos and DNA, built to connect, engage, and serve its fans.

 
“A brand is more than a name. Over the past year, we stepped back, listened, and involved our community.” Pernetti said. “That’s how real, lasting identity is built. We’re not slick, we’re strong. This brand defines who we are, service and mission-driven institutions of higher learning with highly competitive athletics and deeply committed leaders. The student-athletes and their experience will always be our north star.” 
 

Background and Due Diligence
A deep and deliberate process guided the brand modernization under the leadership of Commissioner Pernetti. The American partnered with ANACHEL, an award-winning integrated brand and communications firm led by CEO Carrie Cecil, to conduct a comprehensive, five-phase evaluation that combined quantitative research, qualitative insights, and stakeholder input, while also guiding the implementation of the new brand.
 
The conference officially unveiled its new branding on July 21, with its new website going live on July 24, coinciding with Football Media Days.