Secondary AE logo in blue and red. The America East Conference unveiled a new brand identity in February 2024. The new primary mark includes a bold font that clearly and proudly declares the conference name, America East, where the AE secondary logo derives from. The Americana color scheme is an ode to the conference`s roots as well as its expansive and successful 45-year history. The new brand positioning and visual identity was developed in partnership with Legend Labs, a leading brand and communications consulting firm. The collaborative process began in 2022.