LOUISVILLE, Ky. (WDRB) -- What's in a brand? For the Atlantic Coast Conference, it's Rick Pitino.
The University of Louisville basketball coach appears on the final page of the ACC's new "Brand Book," released Thursday when the conference unveiled its new logo. U of L will officially join the ACC on July 1. Pitino appears with coaches or athletes from the other 15 ACC schools.
The new logo isn't a dramatic change, and in fact is reminiscent of the lettering on the old Big East logo. But commissioner John Swofford said it was time for the change. The league developed the logo with SME. "With Louisville coming into the league and the 15 members we now have and knowing who those members are and will be for a long time to come we felt like it was an appropriate time to change the logo," he said. "We really like it, it has motion to it, has energy to it, but respects the tradition we've had in the past."
League guidelines will allow U of L and other schools to use their own colors with the logo.
U of L will soon set about the business of converting conference logos on its various athletic facilities over to the ACC logo. The American logo was removed from the football field earlier this spring, and the school has assigned a group to identify old conference marks around campus and make plans for removal.