The Confidential

Fun with The American’s New Logo

The American is done with their new logo.  Pretty cool stuff.  If by “cool,” you mean unimaginative.

We cannot quarrel with the choice of the letter “A.”  A conference named the American can certainly use the letter A.  Although, given that the Big 10 has 12 to 14 schools and the Big XII has 10 schools, it would not have been too shocking if the American went with an ampersand or a dollar sign.  (Maybe the cents sign would be more appropriate given the TV revenue?).

Anyway, before showing you, and then over-analyzing, the American’s logo, let’s discuss for a bit…

How about that new motto?  “Strong.  Stable.  United.  Competitive.”   See http://www.theamerican.org.  We are not making this up.  Apparently, the plan is that if you print something enough times, perhaps someone might someday believe it.  If even for a second.

Anyway… back to the logo.  Word is that this was the runner-up for the American’s logo.

The American wisely concluded that, while “A” is the right letter, only one A is necessary.  This was kind of an interesting Northeast meets Southwest thing though.  The Cowboy boots were a nice touch. The Russian words at the bottom?  They might as well write that crap motto of “Strong Stable United Competitive” in Russian.  Seeing it English only makes it a strange combination of sad, ironic, and funny.

Frankly, here is the guy that should have designed the American’s logo:

And, finally, let’s get to the logo:

Letter A?  Check.  Look how big that A is!

Block letters?  Check.  Look how strong the American is.  They use block letters!  No comic sans or arial.  Stable too.  Look at how stable that A is.  Casts a shadow even.  Nobody is tipping that gigantic A over.

A star?  Check.  And only one star too.  Shows how united the American is: “We only need one star to represent us.  Not like the American flag, with its one star per state rule.  We are in it together.”

And see how that star is reaching up?   That is because it is so competitive.  Silver?  Makes the world think “silver medal.”  Which means 2nd place, which also suggests competitive.

Red, White & Blue?  Check.  So very American.

The American.  Strong.  Stable.  United.  Competitive.