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GREENSBORO, N.C.-- Thursday, the Atlantic Coast Conference (ACC) launched its new brand just in time to celebrate 62 years of athletic competition.

Conference officials said in a news release that the new brand is a reflection of the future of the ACC but maintains a strong sense of the league's proud heritage and tradition.

"The ACC is well-positioned for many future successes and we are pleased with our new branding that reflects our limitless potential," Commissioner John Swofford said. "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 ACC said the new mark will be used in association with each of the ACC's 27 sponsored sports and was designed in partnership with SME. The SME works in conjunction with the conference on multiple projects and has led the rebranding projects for numerous sports organizations.

Fans will see the logo on display in team uniforms, merchandise, facilities. It also will appear in digital platforms, such as websites, social media and television.

How it happened: The ACC and SME gathered input from member institutions, alumni and fans in creating the new design. Similar to primary logos of previous years, "ACC" lettering serves as the new mark's centerpiece. Set in a custom-designed font created specifically for the league, the logo leans forward toward the conference's ever-present goal of excellence.

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