NCAA - Atlantic 10 Conference

Atlantic 10 Launches New Brand Identity Program

Premier Collegiate Athletic Association Introduces New Logo on Anniversary of Founding

PHILADELPHIA, PA – The Atlantic 10 Conference has developed a new brand identity program, including a new logo, that takes effect immediately, it was announced today by Atlantic 10 commissioner Linda Bruno.

"First and foremost, we feel this new program is important to enhance our overall recognition and identification. Our schools will have the new mark on everything from their playing surfaces to their uniforms and publications. These may seem like small things, but when combined, they are the building blocks to identifying our institutions with the Atlantic 10 and the Atlantic 10 with its institutions," says Bruno.

"Additionally, we are the Atlantic 10, but we have always been better known as the A-10. Over the years, we have shied away from that, but our new logo and branding embraces the A-10 name more fully. Our new branding is also more media friendly and contemporary and will be more clearly seen on television and in graphics."

The comprehensive program includes: *multiple versions of the new marks for the Conference and its institutions; *new animated graphics for the Atlantic 10 Television Network; *guidelines on usage by member schools, Atlantic 10 marketing partners, and media

The branding reinforces the Atlantic 10 Conference's overall image as one of the premier collegiate athletic associations in the nation. The logo emphasizes the Conference's A-10 nickname while maintaining its traditional red, white, and blue colors. In a deviation from the past, the new Atlantic 10 marks may also be used by the institutions in their primary colors, allowing for a more uniform look on the institutional level.

Secondary and tertiary logos have been designed to allow for broader use of the Atlantic 10 mark. The secondary logo excludes the word "conference" while the tertiary logo is the "A-10" mark.

Says University of Rhode Island director of athletics Ron Petro, "With the changing landscape of intercollegiate athletics, the new branding program provides a positive identity to the league and helps reinforce the Atlantic 10's image as one of the nation's top conferences."

"There is no question, in any basketball conversation around the country, what A-10 means," says University of Richmond head coach Jerry Wainwright. "I know our players are proud to wear it and are very proud to play in it."

To establish its new brand identity, the Atlantic 10 conducted both internal and external research among coaches, athletic directors, media, and college basketball fans. As part of the effort, the Atlantic 10 will produce promos for the Atlantic 10 Television Network highlighting the new brand ID. The brand identity program was developed with Conover Tuttle, an advertising and public relations firm based in Lynnfield, MA.

In conjunction with the introduction of the new Atlantic 10 branding program, the Atlantic 10 has relaunched its web site. A new, bold, and exciting look, combined with up-to-date information on the league and its member institutions, can be found at www.atlantic10.org. Additionally, a brand new webstore, overseen by PSI 20/20, will soon be available on the site, allowing fans to purchase Atlantic 10 and Atlantic 10 member merchandise.

Today, Aug. 13, marks the twenty-eighth anniversary of the formation of the precursor of the Atlantic 10 Conference - the Eastern Collegiate Basketball League. The original meeting which brought about what is today the Atlantic 10 took place in Harrisburg, PA on March 2, 1975 with a follow-up meeting held on May 23 of that year. It was on Aug. 13, 1975 that the Atlantic 10 was born.

The Atlantic 10 Conference is comprised of Dayton, Duquesne, Fordham, George Washington, La Salle, Massachusetts, Rhode Island, Richmond, St. Bonaventure, Saint Joseph's, Temple, and Xavier.

The new Atlantic 10 primary, secondary, and tertiary marks are available on the Atlantic 10 web site (www.atlantic10.org). Additional CD-ROMs are available to the media by contacting the Atlantic 10.

For further information, please contact Ray Cella at the Atlantic 10 office.

(Please note that the Atlantic 10 Football Conference logo remains the same.)

This article was taken from www.atlantic10.org.  All rights reserved.