The Metro Atlantic Athletic Conference (MAAC), a Division I conference founded in 1980, operated under a circular blue, red, and silver mark for two decades before undergoing a complete rebrand in 2026. That year, the conference announced it would transition to the Metro Conference effective July 1, introducing a new name and a streamlined visual identity designed to eliminate confusion with the similarly named Mid-American Conference (MAC).[1]
Design and History
The MAAC’s rebranding effort began in 2023 as part of a strategic planning initiative. The conference selected the Pennsylvania-based creative agency Joe Bosack & Co. to lead the brand repositioning project, working alongside the conference’s Technology & Digital Marketing Committee.[1] Commissioner Travis Tellitocci said the goal was to “establish a bold and clear identity that eliminated longstanding confusion surrounding the Conference’s name.”[1]
The new Metro Conference logo features a two-color palette, reduced from five colors, paired with a modern wordmark.[1] The conference retained its traditional red and blue foundation while updating the shades, and the rebranding includes a new red-and-blue logo with bold typography.[2][3] Joe Bosack, founder and creative director of Joe Bosack & Co., said the updated brand identity “reflects a great history and a promising future.”[1]
Prior to the 2026 rebrand, the MAAC’s primary logo featured an arched blue “MAAC” abbreviation with highlights and a light grey drop shadow across a red roundel, with “METRO ATLANTIC ATHLETIC CONFERENCE” outlined in white.[4] That mark was designed by Phoenix Design Works, which served as the conference’s branding partner for 20 years, creating its core branding and anniversary programs since 2000.[5] The conference’s official logo history page lists six distinct logo periods: 1980-1983, 1983-1987, 1987-1995, 1995-2003, 2003-2023, and 2023-present.[6]
Meaning and Symbolism
The 2026 rebrand was driven primarily by name confusion. The MAAC was frequently confused with the Mid-American Conference (MAC), founded in 1946, which also has 13 member schools, 11 of them in the Midwest. Both conferences even had teams in Buffalo, New York: Canisius in the MAAC and the University at Buffalo in the MAC.[1]
The chosen name, “The Metro Conference,” reflects the geographic connection of the member institutions along the Northeast Corridor. MAAC Council of Presidents Chair Dr. Mark Nemec said the name “reflects both our geographic connection along the Northeast Corridor and the shared values that unite our member institutions.”[1] Mount St. Mary’s University President Dr. Gerard Joyce, who chaired the rebranding committee, said “METRO captures who we are, the markets we serve, and the competitive spirit that unites our institutions.”[7]
Typography and Design
The new Metro Conference identity is centered around bold typography and a refined two-color palette.[2] The conference evaluated numerous names, fonts, and colors with Joe Bosack & Co. during the development process.[7] Additional branding elements, including championship marks and a new website, were planned for introduction after the initial launch.[1]
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