Today, the ACC unveiled some big news and it involves their effort to re-brand the conference. Included in the re-branding effort is a new logo. Take a moment and compare the new ACC logo with the old Big East logo.
Okay, pencils down. What's the verdict? Eerily similar, huh? Does it imply an imminent demise, as well? Is that part of the re-branding effort?
I'm sick to my stomach, at this point.
I realize that the ACC has essentially adopted much of what once was the Big East (Miami, Virginia Tech, Boston College, Louisville, Syracuse). But that doesn't mean we have to become the Big East in the process, which is a conference that was the butt of many conference realignment jokes.
While the new logo isn't terrible (I mean, it's not anywhere similar to changing the iconic Seminole Head), it embodies the fact that the ACC has two left feet. Or better yet, is merely a one-legged duck swimming in a circle.
The ACC chose style over substance... and adding insult to injury, they adopted the style of a now defunct conference. Are we supposed to be excited about that? This is a branding fail. Call Don Draper, now.
The ACC could have saved a lot of money by avoiding a re-brand and doing something of substance. Such as re-aligning the divisions or doing away with the divisions altogether. They could have also proposed a new conference championship game structure where the top seeded team gets to host the championship game (yes, I'm biased because it will be based in Tallahassee more years than not). The ACC didn't go that route, however. They chose style over substance and couldn't even do that right.
They polished a turd. It's embarassing. I don't get it.
Update: We obtained the ACC brand "standards" and it's worth a read. I've included some key excerpts below.
Some people talk about a brand and refer to slogans
and logos. But, it’s so much more. A brand is a person’s
feeling toward a product, service or organization. As
such, the Atlantic Coast Conference (ACC) brand is a
reflection of everything we do and say, everything we
print and broadcast.
Or... you know, how the ACC performs on the field or on the court. The "SEC" brand was not made because of a logo. The brand is the brand because of the product and not the logo. It's why Florida State isn't worried about changing the logo because the brand remains. The ACC changing its logo does nothing to change its brand and its brand is behind.
The Atlantic Coast Conference, through its member institutions,
seeks to maximize the educational and athletic opportunities of its
student-athletes, while enriching their quality of life. It strives to do
so by affording individuals equitable opportunity to pursue academic
excellence and compete at the highest level of intercollegiate athletics
competition in a broad spectrum of sports and championships.
The Conference will provide leadership in attaining these goals, by
promoting diversity and mutual trust among its member institutions,
in a spirit of fairness for all.
How exactly is the ACC going to maximize athletic opportunities and performance by using fairness? I'm still baffled. This brand statement is noticeably lacking of substance. The ACC could have and should have done better.