American Conference unveils brand modernization ahead of football media days

Home to the Tulsa Golden Hurricane, the American Conference has officially unveiled a reimagined brand identity, ushering in a new era for the league and the communities it serves. The modernization spans naming, visuals, and messaging, designed to unify and elevate the conference’s presence across all platforms.

“This modernization is rooted in who we are and where we’re headed,” said Commissioner Tim Pernetti. “It prioritizes clarity, momentum, and the competitive advantage driving every part of our conference forward.”

What’s New:

1. New Name: The conference will now be referred to as the American Conference on first mention and simply American after that—retiring the previous “American Athletic Conference” and “AAC” labels.
2. Tagline: Built to Rise — a rallying cry reflecting the conference’s resilient and purpose-driven culture.
3. Core Pillars: The rebrand is grounded in a new ethos and driven by three central values: Innovation, Grit, and Service.
4. Visual Identity: A modern wordmark now places the conference’s signature angular “A” at the forefront, reflecting both legacy and forward motion.
5. Conference Brand Ambassador: Introducing Soar the Eagle, the first full-fledged brand ambassador in college athletics—a multi-platform symbol of the American’s competitive DNA.
6. National PSA: A 30-second spot titled Built to Rise, voiced by Commissioner Pernetti, will air nationally to mark the launch.
7. Revamped Digital Experience: A redesigned website and refreshed digital and social media presence will go live on July 24, built to connect and serve fans with dynamic content.

Commissioner Pernetti emphasized that the changes reflect a yearlong listening process involving athletes, institutions, and partners. “We’re not slick, we’re strong. This brand defines who we are—service and mission-driven institutions with highly competitive athletics and deeply committed leaders.”

The initiative was developed in collaboration with ANACHEL, a leading brand and communications firm, and culminates with the official launch during the 2025 Football Media Days.