The America East: Where Champions Rise America East: Where Champions Rise Embracing its rich history while simultaneously preparing for unparalleled future success, the America East Conference has unveiled a transformative new brand identity. The revamped look centers around a dynamic and powerful primary mark that boldly accentuates the conference’s name as well as a compelling narrative built on the core values of unity, grit and unyielding resolve. Brand Standards Guide The conference’s new tagline “Where Champions Rise” recognizes America East’s tenacious and relentless student-athletes, whose drive to succeed represents the work ethic synonymous with the conference’s Northeast region footprint. The new mark includes a bold font that clearly and proudly declares the conference name, America East. The shield design indicates strength and emphasizes the conference’s tight-knit geography along the I-95 corridor. The star and Americana color scheme are an ode to the conference’s roots as well as its expansive and successful 45-year history. The new brand positioning and visual identity was developed in partnership with Legend Labs, a leading brand and communications consulting firm. The collaborative process began in 2022 and was influenced by a diverse range of stakeholders, including Presidents, Athletics Directors, Senior Woman Administrators, marketing and communications experts, student-athletes and alumni. What People are Saying America East Commissioner, Brad Walker “Our new brand identity makes a bold statement about the character and commitment of our student-athletes and the tenacity of our member institutions. College athletics finds itself in an incredibly dynamic time, but through a true collaborative process, the America East has come together to showcase itself as a well-established and tightly knit league ready to differentiate itself within the college landscape. I’d like to thank the America East Conference Board of Presidents for spearheading a conference assessment exercise that resulted in new brand identity that is distinctly ours and showcases our greatness.” University of Maine President and Chair of the America East Board of Presidents, Joan Ferrini-Mundy The America East Conference consists of high-quality academic institutions committed to excellence and remarkable student-athletes who work tirelessly every day to succeed athletically and in the classroom," said University of Maine President and Chair of the America East Board of Presidents, Joan Ferrini-Mundy. “Their efforts leave an indelible imprint on their campus communities and the new America East brand identity perfectly aligns with what they are striving for and who we are as academic institutions. University at Albany Director of Athletics, Mark Benson "It’s not an easy task to have so many stakeholders come to consensus regarding a new conference brand. The process led by Legend Labs was extremely thorough, thought provoking, and included conference leadership, student athletes, coaches, and administrators. The end result captures the essence of the America East story in an exciting and fresh manner.”