NEWPORT NEWS, Va.—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.
About the Atlantic 10 Conference
The Atlantic 10 Conference is a basketball-centric conference founded in 1976 and consists of 14 diverse members across eight states and Washington, D.C. The mission of the Atlantic 10 Conference is to provide an enhanced student-athlete experience through 21 nationally competitive championship sports. The conference is committed to integrity, educational excellence and providing quality equitable championship experiences for its student-athletes, coaches, and support staff. The membership consists of Davidson College, the University of Dayton, Duquesne University, Fordham University, George Mason University, The George Washington University, La Salle University, the University of Massachusetts, the University of Rhode Island, University of Richmond, St. Bonaventure University, Saint Joseph’s University, Saint Louis University and Virginia Commonwealth University. For more information, visit www.atlantic10.com.
A branding and creative services agency with offices in Philadelphia, Newport Beach, CA and Gainesville, FL, 160over90 has vast experience generating results for nationally recognized brand leaders. 160over90’s client roster spans consumer brands, among them Nike, Godiva, Under Armour, American Eagle Outfitters and Ferrari North America; professional sporting teams including the Philadelphia Eagles, Miami Dolphins and Los Angeles Angels; and an esteemed roster of higher education institutions including UCLA, Duke, Notre Dame and the University of Florida. Services range from the development of single creative pieces [print collateral, packaging and websites] to institution-wide image and rebranding campaigns. And the globe-trotting team boasts talents as wide-ranging as their interests: art, music, dance, competitive sports, community activism, Hollywood screenwriting and more. In 2013, AgencyPost.com named 160over90 to its “Agency 100” list of fastest-growing agencies in America. http://www.160over90.com