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Joe Ovies

ACC completes assimilation of Big East with new logo

Posted May 29

ACC logo - white on blue

The Atlantic Coast Conference couldn't just update their official logo. Simply instructing media outlets and other interested parties to employ the conference's new "Brand & Style Guidelines" lacks sizzle.

The new ACC logo needed an origin story so awesome it would make "Batman Begins" pale in comparison.

"Set in a custom-designed font created specifically for the league, the logo leans forward toward the conference’s ever-present goal of excellence," the Atlantic Coast Conference stated in a press release. "The lettering is accentuated by a bold, silver underline that symbolizes the ACC’s journey toward a bright future."

Wait, so they didn't discover this logo frozen in ice at the bottom of the ocean like Captain America? That's not very exciting.

“The ACC is well-positioned for many future successes and we are pleased with our new branding that reflects our limitless potential,” Commissioner John Swofford said. “The new, contemporary look modernizes and energizes the ACC mark, and, at the same time, still reflects the league’s history and rich tradition.”

Hold up, Swofford didn't find this logo inside of a spaceship that had crashed on a Greensboro farm field like Superman? Oh.

All joking aside, the Atlantic Coast Conference is just doing what any other corporate entity would do in a re-branding campaign. The flowery prose is meant to justify the unknown sum of money it took to come up with a logo that looks suspiciously like the logo half of this reconfigured ACC came from.

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  • Gunnstigator May 30, 12:58 p.m.

    Wow. It manages to be ugly, old-fashioned and dull all at the same time. Is the league paying... View More

    — Posted by adamunc

    This logo is almost as ugly as the Maryland Football Team's unis.

  • adamunc May 30, 11:14 a.m.

    Wow. It manages to be ugly, old-fashioned and dull all at the same time. Is the league paying for all the schools to have to repaint their courts and fields with this misfire?

  • Gunnstigator May 30, 6:08 a.m.

    Should've changed the name to the:
    "B1G ACC"

    — Posted by modukev5saysbyebye

    Good one, MO.

    Don't like this new logo at all. Should have left it alone, but I guess it's only fitting since the "new" ACC looks nothing like the "old" ACC.

  • SaveEnergyMan May 29, 6:03 p.m.

    god....that's awful , totally lacking in vibrancy , how much did they pay to have that design?

    — Posted by tllight

    Probably far more than they should of.

    NC State did the same thing years ago, moving away from the iconic belltower logo. I heard they spent $30,000 on the new logo and it looked like a third grader did it.

  • cjw6105 May 29, 5:38 p.m.

    BIG MESS, underscored.

  • modukev5saysbyebye May 29, 4:41 p.m.

    Should've changed the name to the:
    "B1G ACC"

  • tllight May 29, 3:53 p.m.

    god....that's awful , totally lacking in vibrancy , how much did they pay to have that design?

  • Hammerhead May 29, 2:44 p.m.

    Should have know Ovies would write an article about a logo change instead of something meaningful.

    — Posted by lewiskr45

    You mean like Madden NFL?

  • lewiskr45 May 29, 2:27 p.m.

    Should have know Ovies would write an article about a logo change instead of something meaningful.

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