AAC rebrands as 'American Conference,' adds eagle as mascot - ESPN

As part of a sweeping rebrand, the American Athletic Conference on Monday formally changed its name to «American Conference,» ditched the acronym AAC and added its first mascot, «Soar,» the eagle.

The league will use American Conference on first reference, and «American» on subsequent references. The modernized website will go live on Thursday at the league's media days in Charlotte, North Carolina.

«A brand is more than a name,» American commissioner Tim Pernetti said in a statement.

«Over the past year, we stepped back, listened and involved our community. That's how real, lasting identity is built. We're not slick, we're strong. This brand defines who we are, service and mission — driven institutions of higher learning with highly competitive athletics and deeply committed leaders.»

The streamlined name, which is often already used by fans and the media, was tweaked to eliminate confusion with other similarly named organizations like the ACC. It was also changed to ensure «consistent recognition,» and reinforce a «sharper, more modern identity,» according to a brand packet provided by ANACHEL, a marketing and communications firm.

Their slogan, «Built to Rise,» ties into the league's RISE (revenue, innovation, sports and entertainment) Ventures, a new commercial and innovation unit.

According to the American, Soar is the first live and animated mascot for a collegiate conference. The muscular bird will be used as a community ambassador and will lead reading programs for kids, volunteer days at league campuses and charity fundraisers as part of the conference's «Soar to Serve» initiative. The mascot could be included in video games, jersey patches, merchandise and mascot-themed sponsor campaigns.

The 15-member American