Atlantic Coast Conference releases new logo, brand

It's a new season, and the Atlantic Coast Conference has a new look.

The Atlantic Coast Conference officially released its new logo and brand Thursday.

“The ACC is well-positioned for many future successes and we are pleased with our new branding that reflects our limitless potential,” league commissioner John Swofford said in a statement. “The new, contemporary look modernizes and energizes the ACC mark, and, at the same time, still reflects the league’s history and rich tradition.”

The new brand will be associated with all 27 of the conference’s sponsored sports, and the 15 members of the ACC will have the option of displaying the brand in their respective colors across different forms of merchandise, uniforms and other platforms.

"With the recent expansion of our league and the addition of Louisville on July 1, it seemed a natural time to update our brand," Swofford said. "We feel that it well represents the high standard and values the ACC has held for more than 61 years.