LOOK: Atlantic 10 unveils new league logo

With it being July 1, it's a new year for college athletics. Leagues officially welcome in programs, and for the A-10, that means in the addition of Davidson.

It also gives conferences a chance to reboot on branding, and as you can see, the A-10's decided to give its league logo an overhaul. If you're having troubling picturing the old logo, here it is.

Not a bad switch, right? Not groundbreaking, but there have been conferences with worse updates, for sure. And that mini-banner secondary logo is pretty good. I do always enjoy when conferences explain how they came to settling on the certain look of a logo. To the press release!

"The new marks incorporate imagery of speed and strength, and are a direct reflection of the overall message developed during the 'Next' campaign," per the A-10. "The marks were designed to portray the Atlantic 10’s core values of winning, success, leadership, community service and academic excellence. The league has historically been known for its grittiness and uncompromising work ethic that has led to sustained excellence in athletics and academics."

I just see a slick black-and-red logo. I'm also wondering if we should refer to this as the "A-10", like the league seems to do in every situation except its logo, where it's "A10."

The conference is on the upswing still, it seems. Six teams from the A-10 -- a record -- went to the NCAA Tournament in March.

CBS Sports Writer

Matt Norlander is a national award-winning writer who has been with CBS Sports since 2010. He's in his seventh season covering college basketball for CBS, and also covers the NBA Draft, the Olympics and... Full Bio

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