Brand Book

Dear ACC Members, Fans, Fri ends and Al umni :

We want you to share i n our exci tement as the Atl anti c Coast Conference
l aunches a bol d, new brand and l ooks ahead to a future that conti nues
to be ful l of promi se and opportuni ty.

That new brand, di spl ayed i n the fol l owi ng documents, wi l l be used i n
associ ati on wi th each of the ACC’ s 27 sponsored sports. I t was desi gned
i n partnershi p wi th SME, whi ch has worked cl osel y wi th our l eague on
mul ti pl e proj ects and has successful l y l ed maj or rebrandi ng of numerous
sport s organi zat i ons. The ACC and SME gat hered i nput f rom member
i nsti tuti ons, al umni and fans to create thi s i nnovati ve new mark.

We feel i t i s a brand that wel l represents the ACC as we ambi ti ousl y
move forward i nto a new era, but at the same ti me pays tri bute to the
past hi story and tradi ti on of whi ch we are al l so proud.
Si ncerel y,
A LETTER FROM THE COMMISSIONER
3 AT L A N T I C C O A S T C O N F E R E N C E
WE ARE WHAT WE REPEATEDLY DO.
EXCELLENCE, THEN, IS NOT
AN ACT, BUT A HABIT.
ARISTOTLE
5 AT L A N T I C C O A S T C O N F E R E N C E
WHY BRAND MATTERS
Products are what compani es make.
Brands are what peopl e choose.
7 AT L A N T I C C O A S T C O N F E R E N C E
WHY IS
A PROPERLY BRANDED
ACC IMPORTANT?
The strength of the ACC brand transfers
di rectl y to i ts member school s. The ACC
provi des a vehi cl e for nati onal recogni ti on
to i ts 15 i nsti tuti ons, addi ng benefi t to ACC
membershi p beyond the performance of
the day-to-day mechani cal operati ons of a
l eague offi ce. The publ i c’ s percepti on of an
athl eti c program i s strongl y i nformed by
conference associ ati on, whi ch i nfl uences
such concrete assets as medi a revenue,
nati onal team ranki ngs, non-conference
schedul i ng l everage, recrui ti ng practi ces,
al umni rel ati ons and student enrol l ment,
to name a few. Forti fi cati on of the brand
ul ti matel y i mproves the nati onal esteem of
member i nsti tuti on athl eti c programs whi ch
the ACC exi sts to represent.
9 AT L A N T I C C O A S T C O N F E R E N C E
PERFECTION IS NOT ATTAINABLE,
BUT IF WE CHASE PERFECTION
WE CAN CATCH EXCELLENCE.
VINCE LOMBARDI
11 AT L A N T I C C O A S T C O N F E R E N C E
THE ACC BRAND
1
Provi des the ACC wi th a poi nt of di fferenti ati on and competi ti ve advantage
wi thi n the Power 5 and agai nst other nati onal conferences
3
Creates a uni que market proposi ti on for partners and sponsors
4
Supports and l everages ACC medi a/marketi ng expendi ture
6
I ncreases enthusi asm from core and target ACC consumers
7
Creates ease of brand recogni ti on for the ACC
9
Creates awareness and l oyal ty amongst col l ege sports fans
10
Provi des a basi s for extensi on of the ACC i nto other rel ated
product/servi ce categori es
Communi cates the ACC’ s val ue, esteem, rel evance and rel i abi l i ty
2
Si mpl i fi es purchase deci si on for fans and partners of the ACC
5
Attracts top tal ent to the ACC and i ts member school s
8
13 AT L A N T I C C O A S T C O N F E R E N C E
EXCELLENCE IS DOING
ORDINARY THINGS
EXTRAORDINARILY WELL.
JOHN W. GARDNER
15 AT L A N T I C C O A S T C O N F E R E N C E
BRAND CONVERSIONS
Through the brand devel opment process the ACC has i denti fi ed
ei ght brand conversi ons requi red to transform i ts overal l
market proposi ti on, percepti on and posi ti on.
FROM
Southern
Regional
Tobacco Road
Basketball’s Greatest Rivalries
An Average Football Conference
Competitive in a Range of Sports
Strong Academic Schools
Tradition as it Honors the Past
TO
Atlantic Coast
National
15 Unique Members
Basketball’s Greatest Conference
A Top Ranked Power 5 Conference
Unmatched in Sporting Depth/Success
Nation’s Top Academic/Athletic Conference
Tradition as it Elevates the Future
17 AT L A N T I C C O A S T C O N F E R E N C E
EXCELLENCE
IS THE GRADUAL
RESULT OF
ALWAYS
STRIVING
TO DO BETTER.
PAT RILEY
19 AT L A N T I C C O A S T C O N F E R E N C E
BRAND ESSENCE
1
A COMMITMENT TO ACADEMIC AND ATHLETIC EXCELLENCE
2
INTEGRITY
3
UNITY
4
WORLD-CLASS COMPETITION
21 AT L A N T I C C O A S T C O N F E R E N C E
IF YOU ARE GOING TO ACHIEVE
EXCELLENCE IN BIG THINGS,
YOU DEVELOP THE HABIT IN
LITTLE MATTERS. EXCELLENCE
IS NOT AN EXCEPTION, IT IS
A PREVAILING ATTITUDE.
COLIN POWELL
23 AT L A N T I C C O A S T C O N F E R E N C E
BRAND PERSONALITY
1
HEROIC
2
CONFIDENT YET HUMBLE
3
FORWARD THINKING / VISIONARY
4
INTELLECTUAL / WORLDLY
25 AT L A N T I C C O A S T C O N F E R E N C E
THERE IS NO
EXCELLENCE
WITHOUT LABOR.
ONE CANNOT
DREAM ONESELF
INTO EITHER
USEFULNESS OR
HAPPINESS.
LIBERTY HYDE BAILEY
27 AT L A N T I C C O A S T C O N F E R E N C E
BRAND POSITIONING STATEMENT
THE NATION’S PREMIER
COLLEGIATE CONFERENCE
OF ACADEMIC AND
ATHLETIC EXCELLENCE
29 AT L A N T I C C O A S T C O N F E R E N C E
BRAND MISSION
The Atl anti c Coast Conference, through i ts member
i nsti tuti ons, seeks to maxi mi ze the educati onal and
athl eti c opportuni ti es of i ts student-athl etes, whi l e
enri chi ng thei r qual i ty of l i fe. I t stri ves to do so by
affordi ng i ndi vi dual s equi tabl e opportuni ty to pursue
academi c excel l ence and compete at the hi ghest
l evel of i ntercol l egi ate athl eti cs competi ti on i n a
broad spectrum of sports and champi onshi ps. The
Conference wi l l provi de l eadershi p i n attai ni ng these
goal s, by promoti ng di versi ty and mutual trust among
i ts member i nsti tuti ons, i n a spi ri t of fai rness for al l .
I t strongl y adheres to the pri nci pl es of i ntegri ty and
sportsmanshi p, and supports the total devel opment
of the student-athl ete and each member i nsti tuti on’ s
athl eti cs staff, wi th the i ntent of produci ng enl i ghtened
l eadershi p for tomorrow.
31 AT L A N T I C C O A S T C O N F E R E N C E
BRAND IDENTITY
The new ACC brand identity strongly expresses
the essence of the conference - leans hard into
a brilliant future, yet honors the successful path
that has led us to this day.

A bol d underl i ne has been i ntegrated i nto the composi ti on as a
vi sual representati on of the strong foundati on the conference
i s bui l t upon and as an el evati ng pl atform for the future. From
the conference’ s hi story of champi onshi ps, to the addi ti on of
esteemed new members and our commi tment to stabi l i ty for the
l ong term, our l ogo i s rooted i n our heri tage - onl y faster, sl eeker
and more contemporary.
33 AT L A N T I C C O A S T C O N F E R E N C E
THE PAST, THE PRESENT AND
THE FUTURE ARE REALLY ONE:
THEY ARE TODAY.
HARRIET BEECHER STOWE
35 AT L A N T I C C O A S T C O N F E R E N C E
Thank You
©2014 Atl anti c Coast Conference. Al l Ri ghts Reserved

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