(Courtesy Saint Louis Athletics)
The Atlantic 10 Conference unveiled a new brand identity Monday. The new identity includes a logo redesign, brand identity and an in-depth usage guide, a first for the A-10.
Developed in conjunction with branding agency 160over90, which also produced the A-10’s nationally recognized “Next” campaign, the new logos include the primary wordmark, secondary versions of that mark and a shield for non-traditional and social media usage. The refreshed logos tie into the lineage of the previous A-10 mark, while also incorporating revised colors (PMS red 485 and PMS neutral black).
The new marks incorporate imagery of speed and strength, and are a direct reflection of the overall message developed during the “Next” campaign. The marks were designed to portray the Atlantic 10’s core values of winning, success, leadership, community service and academic excellence. The league has historically been known for its grittiness and uncompromising work ethic that has led to sustained excellence in athletics and academics.
“The Atlantic 10 Conference has a proud and rich history, thus it was time to redesign our logo highlighting the strength, speed and commitment of this league,” stated Commissioner Bernadette V. McGlade. “Our branding has been updated and modernized to keep pace with our membership. I love the versatility of the new marks, including the ability of our membership to utilize the conference logos in their own approved color palette.”
Since the 2007–08 season, Atlantic 10 basketball programs have earned 75 postseason invitations, including 39 NCAA Tournaments bids. This past March, the A-10 had a record six teams in the men’s NCAA Championship bracket and three teams in the NCAA Women’s Championship bracket. Combining this athletic success with nationally recognized top five rankings in the NCAA’s academic metrics (Graduate Success Rate and Academic Progress Rate), a picture of excellence emerges.
Earlier this year, the Atlantic 10 and 160over90 combined to create the “Next” Campaign, which included the groundbreaking “Who Wants Next” two-minute television and web spot. That campaign has been named a finalist for a CLIO Sports Advertising Award. The 160over90 agency has also developed brand campaigns for Nike, Ferrari, Under Armour, UCLA and the Philadelphia Eagles.