New MAC Visual Identity Style Guide

ANNVILLE, Pa. (Conference News) – The Middle Atlantic Conference (MAC) released its new brand campaign to the public on Tuesday. The rebrand includes a new visual identity, brand signature, four key messages and a website with a fresh new look.
 
In its 107-year history, this is the first complete revamp of the MAC’s identity with a new logo and first-ever brand signature. The conference has held two prior logos, with the newest iteration continuing to include the elements of architecture found in the previous two designs. “Launching our new brand has taken several years and involved many MAC constituents,” said Ken Andrews, MAC Executive Director. “This has been a more complex process than other conferences experience because of our unique three-conference structure and large membership of 18 institutions. 
 
“Having landed on a final product, after years of mixed messaging, we can now rally behind the MAC as our central and unified focus. Marie Stroman and Jonathan Hower, of the MAC staff, have worked closely with Cognitive Marketing, Skye [Design Studios] and SIDEARM [Sports] to develop this comprehensive rebrand. The ultimate result of this effort will be to broaden our outreach for prospective student-athletes and corporate sponsors.”
 
Skye Design Studios created the new visual identity for the MAC using the idea of raw stone materials that are mined and refined to form classical architecture. The primary mark acts as a contemporary homage to the former logos, keeping the three columns and temple facade imagery that has been part of the conference brand since its origin. For variety, the logo appears in extended, stacked and secondary marks to be used in various contexts. Skye Design also developed a new font specific to the MAC that coincides with the new logo.
 
“I would like to commend the leadership of Ken and his team, Marie and Jon, and thank all within the MAC family that provided such valuable insight and feedback throughout the creative process. This was a true collaborative effort,” said Skye Dillon, Principal of Skye Design Studios.

“This identity was really a story that told itself. The imagery used historically to represent the conference – the three marble columns and temple façade – were a fitting expression of the MAC as a timeless cornerstone of Division III athletics. Once the strategic concept was defined, we were able to build additional layers to the brand narrative that all connected to that key idea, with the final marks conveying the power, modernity and heritage of the conference with an edge of sophistication,” Dillon added.

The MAC has elected to change its color scheme with the new identity, choosing dark gray, light gray and pewter to appear in the logo and on the newly designed website. Raw stone materials that are mined and refined in construction inspired these colors. They are a symbolic metaphor of the development of MAC student-athletes during their time participating in conference competition. Further, the stone materials symbolize the competitive grit of the conference. Additionally, the colors found in the logo represent the diversity found among the student-athletes while offering a unique color palette amongst the NCAA Division III conferences. 

Along with the new logo and color-scheme comes sport-specific logos that include a symbol of the sport, as well as championship logos which will be released before the start of the 2019-2020 season. Member institutions have access to school-specific marks which use the individual school colors to be put on uniforms and other promotional items. In addition to the new visual identity, four key messages have been created to appear alongside the new brand signature, Bring Your Best. The new brand signature drives student-athletes to strive for excellence as they pursue athletic prowess.
 
The four Key Messages further this idea.
 
The first key message, the MAC has a rich and proud history, reminds members that the MAC is one of the longest-established collegiate athletic conferences in the nation with a legacy of hard work and success. Second, Our student-athletes have more opportunities than in any other Division III conference, reinforces that the MAC’s unique structure, sport sponsorship and size allow teams to have competitive chances to appear in championships at the conference and national level. This brings about the third key message, the MAC is competitive, which explains the 146 NCAA Division III national titles that MAC membership has won. In addition, MAC student-athletes have found continued success academically and athletically. Finally, Our impact extends beyond our campuses, is the fourth key message which refers to the positive educational and social impact that the membership creates within their communities. 
 
“We were delighted for the opportunity to work with Ken, Marie and the MAC Presidents to strengthen the conference’s identity and messaging,” said Peter Holloran, CEO of Cognitive Marketing Inc. “The wonderful and distinctive colleges and universities that comprise the MAC share an appreciation for the vital role athletics plays in ensuring the success of their students, and also the health and vitality of their institutions. The new identity system is a clear manifestation of this shared belief.

“A brand signature does not attempt to describe the organization it represents, or sing its praises. Instead, it advances its purpose. Bring Your Best does this by issuing a challenge to the student-athletes, while at the same time reassuring them that their best will be rewarded by success in the MAC.”
 
Through its partnership with SIDEARM Sports, the MAC has redesigned the conference website to better cater to fans and member institutions. A new main navigation structure allows users to easily find conference sports, standings, statistics, championships and awards. A completely new feature on the newly designed website is the “Bring Your Best” section below the main story and advertisement space. Here the MAC will continue to feature the four key messages through its member institutions.

“SIDEARM Sports is constantly striving towards growth and innovation. We have had the privilege of partnering with the Middle Atlantic Conference since 2008, and have enjoyed assisting in creating a redesigned MAC website that aligns with the new and improved brand identity,” said Jeff Rubin, Founder & CEO of SIDEARM Sports.
 
 
ABOUT THE MIDDLE ATLANTIC CONFERENCE
Located in Annville, Pa., the Middle Atlantic Conference is an NCAA Division III conference comprised of the Middle Atlantic Conference (MAC), Middle Atlantic Conference Commonwealth (MAC Commonwealth) and Middle Atlantic Conference Freedom (MAC Freedom).

Its 18 member institutions, located across three states, are: Albright College (Reading, Pa.), Alvernia University (Reading, Pa.), Arcadia University (Glenside, Pa.), Delaware Valley University (Doylestown, Pa.), DeSales University (Center Valley, Pa.), Eastern University (St. Davids, Pa.), Fairleigh Dickinson University-College at Florham (Madison, N.J.), Hood College (Frederick, Md.), King's College (Wilkes-Barre, Pa.), Lebanon Valley College (Annville, Pa.), Lycoming College (Williamsport, Pa.), Messiah College (Mechanicsburg, Pa.), Misericordia University (Dallas, Pa.), Stevens Institute of Technology (Hoboken, N.J.), Stevenson University (Owings Mills, Md.), Widener University (Chester, Pa.) and Wilkes University (Wilkes-Barre, Pa.). York College of Pennsylvania (York, Pa.) will become the 18th member beginning July 1, 2020. 

The MAC currently sponsors 27 intercollegiate sports that compete in the NCAA Division III. More than 7,000 student-athletes participate in baseball, men's and women's basketball, men's and women's cross country, field hockey, football, men's and women's golf, men's and women's ice hockey, men's and women's indoor track & field, men's and women's lacrosse, men's and women's outdoor track & field, softball, men's and women's soccer, men's and women's swimming, men's and women's tennis, men's and women's volleyball and wrestling.
 
 
The new MAC identity was developed by Skye Design Studios (www.sdsbranding.com), a national leader in sport branding and identity design based in Florham Park, New Jersey.

The new MAC brand signature and key messages were developed by Cognitive Marketing Inc. (www.cognitivebrands.com), a brand development and marketing communications firm that positions and advances colleges and universities.