Enhancing the Brand
The Metro Atlantic Athletic Conference (MAAC) launched its Strategic Planning process in fall 2023. As part of that effort, the Conference conducted 14 focus groups with 146 participants representing a broad cross-section of campus and athletics constituencies, including Boards of Trustees members, donors, university administrators, athletics administrators, Faculty Athletics Representatives (FARs), alumni, student-athletes, and coaches.
A comprehensive survey was distributed that gathered feedback from more than 3,200 students, student-athletes, alumni, faculty, staff, coaches, and donors. Insights from conversations, focus groups, and surveys were used to shape the priorities reflected in the strategic plan.
The following priority was identified and incorporated into the Plan:
- Aggressively Enhance and Promote the MAAC Brand: Examine the current MAAC brand including name, logo, digital presence, etc. and make any necessary changes.
History
The Metro Atlantic Athletic Conference name and its acronym, MAAC, have defined the Conference since its founding in 1980. For more than 45 years, the MAAC identity has represented the achievements, traditions, and shared experiences of its member institutions.
As the Conference explores potential updates or refinements, this history remains central to the process. Any evolution of the brand is being approached with care and intention, honoring the MAAC’s legacy while thoughtfully positioning the Conference for continued growth and relevance in the years ahead.
Logo Evolution
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1983-1987 |
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1987-1995 |
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1995-2003 |
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2003-2023 |
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2023-Present |
Brand Confusion
After years of ongoing confusion surrounding the Conference’s name and acronym, the membership determined it was time to take deliberate steps to strengthen brand clarity and distinction.
Sharing a similar name and sound with the Mid-American Conference (MAC), an FBS football league, has led to recurring misunderstandings. The similarity results in frequent verbal and written mix-ups in media coverage, social media, and national conversations, while also creating challenges related to searchability and overall brand differentiation.
In addition, the acronym “MAAC” is often misunderstood or misinterpreted. Common assumptions include “Mid-Atlantic Conference” and “Metro Athletic Conference.” Beyond the Northeast, the Conference’s identity is less clearly recognized, leading to references such as “M-A-A-C,” “the MAAC with two A’s,” “the MAAC without football,” “the other MAAC,” or even exaggerated pronunciations.
Over time, this persistent confusion has diluted brand equity and limits the Conference’s ability to clearly and confidently define its identity on a national stage.
Brand Development
Following a comprehensive review process that included interviews with multiple branding agencies, the Conference selected
Joe Bosack & Co. to lead the MAAC Brand Repositioning project.
Based in Pottsville, Pennsylvania, Joe Bosack & Co. is a highly specialized branding and design studio built on decades of experience in sports, higher education, and entertainment identity systems. The firm is widely recognized for creating bold, enduring brand identities that thoughtfully balance tradition with innovation.
Joe Bosack & Co. has partnered with some of the most recognizable names in sports, including the Heisman Trophy, NCAA Final Four, the Orange Bowl, as well as numerous universities and collegiate conferences nationwide.
The firm’s deep understanding of intercollegiate athletics and conference identity, combined with its collaborative and research-driven approach, made it the right partner to guide this important work.
Leadership
The MAAC Brand Repositioning project is being guided by the Conference’s Technology & Digital Marketing Committee, with support from the Conference office. The Committee members providing guidance and support for the project are as follows:
Dr. Gerard Joyce – President, Mount St. Mary’s University
(Chair)
Bill Maher – Vice President and Director of Athletics and Recreation, Canisius University
Tim Murray – Director of Athletics, Marist University
Lori Anctil – Assistant VP/Deputy Director of Athletics/External Relations and SWA, Siena University
Zach Dayton – Assistant Vice President/Deputy Director of Athletics, Fairfield University
John Tagliaferri – Associate AD for Digital Media and Communications, Saint Peter’s University
Engagement
The MAAC Brand Repositioning initiative is guided by the voices of the Conference community. Its success depends on broad engagement and thoughtful input from across all member institutions.
Listening sessions have been conducted to better understand what the MAAC means to its stakeholders, alongside structured name-testing sessions to explore potential directions and ensure alignment with the Conference’s values and vision for the future.
Input is being gathered from a wide range of campus and Conference representatives, including:
- Presidents
- Athletics Directors
- Senior Woman Administrators (SWAs)
- Student-Athletes
- Head Coaches
- Marketing Directors
- Sports Information Directors
- Members of the Media
- Public Relations professionals
By actively engaging diverse perspectives across the league, this process ensures the outcome reflects the collective identity, priorities, and aspirations of the entire MAAC community.
Project Timeline
2025
- May – Council of Presidents approval to move forward with the Brand Repositioning Project
- September – Brand agency Interviews
- October – Selection of branding agency
- November – Listening sessions to explore MAAC identity
- December – MAAC Council of Presidents review
2026
- January – Name-testing sessions
- February – Name recommendation
- March – Logo design
- Spring – Public announcement
- Summer – Full implementation
Feedback
Please feel free to direct any questions or feedback on the MAAC Brand Repositioning project to:
Macall Martin
MAAC Senior Associate Commissioner, External Affairs
Macall.Martin@maac.org