The death of an ACC logo
Posted July 1, 2013
The old Atlantic Coast Conference officially died on Sunday, June 30th at 9:28 p.m. with the arrival of an email.
The press release wasn't a grandiose declaration ushering in the new and improved ACC coming from commissioner John Swofford. That moment will happen as the conference takes over New York City on July 1st with a series of publicity events, which includes closing the Bell to the NASDAQ Stock Market and a press conference hosted by ESPN.
This moment was more subtle, with the ACC Associate Director of Communications updating the "Brand & Style Guidelines" to the conference. In an effort to simplify ACC logo usage, the release instructed all interested parties to utilize the ACC's sleek 3-letter logo. Gone was the classic "seal" logo, which featured a map of the conference with dots to signify the locations of member universities.
It makes sense. What's the point of a map in the new age of realignment? But it was tough not to look at the demise of the original logo as symbolic. The ACC's initial mission statement and a bit of history are gone along with that logo.
It's been replaced with a slick, corporate look that's soulless and lacks charm. Not unlike the new world of college athletics, but that's the cost of doing business these days.
Old school pundits will likely write another round flowery prose in honor of the conference that got them into the business similar to what happened in 2004 when Miami and Virginia Tech joined the ACC. They'll say the flooding rains over Tobacco Road were actually the Heavens weeping as the ACC officially became Big East 2.0 and we're no longer the center of the world.
They'll come to bury the ACC, not praise it. That would be foolish.
This was all necessary for the survival of the Atlantic Coast Conference. Adherence to the old ways would have left the conference in the position the Big East is in today. A tip of the hat goes to the forward thinking coming out of Greensboro, but let's pour one out for the old ACC. It's been a long, strange ten years to get to this point.