#United States #Irving #American Conference #Tim Pernetti #Soar The Eagle

The American Conference Embraces a Fresh Branding Era

On July 21, 2025, the American Conference officially launched a significant overhaul of its brand identity, signaling a new chapter for the league and its surrounding communities. Designed to create a bold, consistent, and purposeful presence across various platforms, this transformation reflects the dynamic spirit of the conference and its commitment to innovation.

A New Name and Tagline

In a decisive shift, the conference will now be simply referred to as the "American Conference," marking the retirement of the previous titles "American Athletic Conference" and "AAC." This change is complemented by a new tagline, "Built to Rise," which speaks to the conference's resilience and commitment to evolving collegiate athletics.

Commissioner Tim Pernetti highlighted the need for clarity and momentum in the conference’s new branding. He stated, "The American has built a brand that differentiates us in a crowded collegiate landscape. This modernization prioritizes clarity, momentum, and the competitive advantage driving every part of our conference forward."

Core Values and Visuals

The modernized brand is rooted in a clear ethos that emphasizes three core pillars: Innovation, Grit, and Service. These values resonate throughout the new mission and vision for the conference, reinforcing its commitment to serving member institutions and student-athletes effectively.

The conference also introduced a revamped visual identity, starting with a distinctive wordmark logo, which retains elements of the previous design while adding a fresh perspective. The prominent angular mark