ANC Sports Enterprises, LLC a world leader in large screen, LED displays, is rolling out new branding this month, the fruits of its new creative partnership with boutique agency The Brand Gallery. The company’s new brand identity centers on a dynamic grey and red wordmark logo reflective of its evolution beyond the world of big time sports.
ANC, which was recently acquired by Learfield Sports, has created display systems for professional and collegiate sports stadiums around the country since 1997. It began working with The Brand Gallery in 2013 as the company began to enter new market verticals that required refreshed presentation materials. The Brand Gallery has produced award-winning branding, graphics design and other visual media for such companies as UNIVISION, Sinclair, Real Clear Politcs, ESPN, ION Television and The MLS.
“We needed a partner which understood not only our traditional sports marketplace, but how our technology service platform presents different opportunities moving into the future,” said Michael Hopkins, Vice President, External Communications at ANC. “The Brand Gallery was able to capture the company’s history while future-proofing the brand moving forward as we introduce new products and services for both sports and non-sports venues.”
ANC’s brand makeover is in keeping with its position as a larger more diverse company. “ANC’s former logo centered on a stylized stadium, but the company’s scope today is far more encompassing,” says Iain Greenway, Chief Creative Officer of The Brand Gallery. “Along with expanding into new markets, it’s become bigger, more serious and powerful. Its branding needed to reflect those qualities.”
The solution from The Brand Gallery’s creative team is a clean and contemporary wordmark with the bar from the “A” transformed into a bold red swath. The team also coined a new tagline for the company, “Power the Experience.”
“Our logo captures the spirit of the company and the essence of the brand,” Greenway observes. “It’s understated, but displays the confidence of a larger company that doesn’t need to shout too much.”
The new logo also has the virtue of versatility. Its clean lines allow it to be readily incorporated in an array of mediums and display devices. The Brand Gallery has produced versions for use in print, broadcast, outdoor, web and mobile media.
In the future, notes Greenway, consumers may use ANC branded technology to enhance their experience, whether through dynamic content, way-finding, watching replays or even ordering food. “The wordmark adapts seamlessly to an endless variety of contexts,” he says. “We’ve taken the experience that the brand delivers and recast it in a way that works today and in the future.”
ANC’s new look can be seen at www.anc.com
About The Brand Gallery
Launched by Phil McIntyre and Iain Greenway in 2005, The Brand Gallery is a creative boutique focused on all aspects of screen media. Offering strategic, creative and technological expertise, the company helps leading brands explore new and exciting creative possibilities in the realms of branding, positioning, integrated digital and promotion. Award-winning creative strategist Greenway and respected marketing executive McIntyre are at the center of each project. Renowned for their versatility and innovation, they remain single-minded in their commitment to ensuring clients find new, more effective ways to define and build their brands.
The Brand Gallery is located at 640 West Putnam Avenue, Greenwich, CT 06830. 203.422.3900. www.thebrandgallery.com
