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“Branding tends to ‘git the cow’s attention.” ~ Cowboy Wisdom

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In Branding

By Arengee

ACC “New Branding” Uninspiring, Amateurish, Weak

On 29, May 2014 | In Branding | By Arengee

So the ACC – Atlantic Coast Conference – announced a “new branding that reflects our limitless potential”.

I’m not sure what’s worse, the poorly executed “custom-designed font” or the bull s#@t justifications in their press release.

“The new, contemporary look modernizes and energizes the ACC mark, and, at the same time, still reflects the league’s history and rich tradition.

Similar to primary logos of previous years, ‘ACC’ lettering serves as the new mark’s centerpiece. Set in a custom-designed font created specifically for the league, the logo leans forward toward the conference’s ever-present goal of excellence. The lettering is accentuated by a bold, silver underline that symbolizes the ACC’s journey toward a bright future.

First off, neither the original lettering nor this expected emulation of a futuristic font symbolizes anything, least of all a college sports conference.

The custom-font is amateurish at best. The letter weights are inconsistent. The “forward leaning” angles are inconsistent. There seems to be no consideration give to the overall spacing – between each of the letters nor the between the letters and the rule below. The illustration below helps illustrate what I’m referring to.


I’m sure while in college I might have started writing lines such as “the logo leans forward to symbolize excellence” to justify a design to a client. And then my teacher would have wadded up the sheet of paper and told me to start over.

I especially like the line about the “bold, silver underline symbolizing the journey toward a bright future.” Please. It’s a rule. A gray one at that. With two different angles at each end.

This “branding” example leaves me with many perplexing thoughts including:

  1. Was the client difficult to work with?
  2. Were they vague with their objectives and goals?
  3. Were they cheap?
  4. Did they dictate design?
  5. Did each of the 15 teams have a vote on the final logo?
  6. Did their significant others get to chime it?
  7. Was the agency busy with bigger projects and pushed this off to a junior team?
  8. Was the press release writer also on his or her first assignment?