As part of a sprawling re-branding effort, the league formerly known as the American Athletic Conference (or AAC) announced Monday morning that it has shortened its name to the “American Conference” on first reference and “American” thereafter.

On Monday, the league formerly known as the American Athletic Conference rebranded itself as, The American Conference launching a modernization of its brand identity, marking a new era for the league and its members.

American Athletic Conference logo is displayed before the championship NCAA college football game between Houston and Temple in Houston.(David J. Phillip / AP)