Atlantic 10 launches new identity

Updated: August 13, 2003, 8:18 PM ET

PHILADELPHIA -- The Atlantic 10 Conference unveiled a new logo Wednesday and introduced a new identity program that includes using the more familiar A-10 nickname.

The logo emphasizes the nickname while maintaining the traditional colors of red, white and blue.

"We are the Atlantic 10, but we have always been better known as the A-10," commissioner Linda Bruno said. "Over the years, we have shied away from that, but our new logo and branding embraces the A-10 name more fully."

In conjunction with the introduction of the new identity program, the Atlantic 10 has relaunched its web site -- www.atlantic10.org.

The A-10 is comprised of Dayton, Duquesne, Fordham, George Washington, La Salle, Massachusetts, Rhode Island, Richmond, St. Bonaventure, Saint Joseph's, Temple and Xavier.

"There is no question, in any basketball conversation around the country, what A-10 means," Richmond coach Jerry Wainwright said. "I know our players are proud to wear it and are very proud to play in it."

Wednesday was the 28th anniversary of the founding of the A-10's predecessor, the Eastern Collegiate Basketball League.

This story is from ESPN.com's automated news wire. Wire index

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