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Message: [QUOTE="Scooch, post: 1055963, member: 628"] I actually find this interesting... from the "brand book" that accompanies news of the logo change: BRAND CONVERSIONS Through the brand development process the ACC has identified eight brand conversions required to transform its overall market proposition, perception and position. FROM Southern Regional Tobacco Road Basketball’s Greatest Rivalries An Average Football Conference Competitive in a Range of Sports Strong Academic Schools Tradition as it Honors the Past TO Atlantic Coast National 15 Unique Members Basketball’s Greatest Conference A Top Ranked Power 5 Conference Unmatched in Sporting Depth/Success Nation’s Top Academic/Athletic Conference Tradition as it Elevates the Future [/QUOTE]