Its new logo is actually pretty stylish.
The league continued its branding process Thursday by unveiling its new logo, a blue block letter "A" with a red star in the middle of it. The horizontal secondary mark features the word "American" spelled out in the same block letter font with the identical red star this time dotting the "i."
League commissioner Mike Aresco said design agencies created a variety of logo options for him to show anyone from school presidents, to athletic directors to student-athletes. The new logo was the unanimous choice, according to Aresco.
"We believe this bold mark and our series of ancillary marks will support our conference name and the values that our name represents," Aresco said in a statement. "In addition, our partners at ESPN and CBS agree that its strength, simplicity and elegance will resonate well on TV."
It's probably a safe bet outgoing members Louisville and Rutgers were not consulted on the logo even though they won't leave for the ACC and Big Ten respectively until July 2014. Neither the Cardinals nor the Scarlet Knights are even listed among the league's members on its newly launched website, unusual considering both will compete in the American for one full season before departing.
- American Athletic Conference