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Here is the official press release from Atlantic University Sport

Atlantic University Sport Launches New Season, Visual Identity, Website, and Branding Philosophy and Unveils Conference Magazine "In Motion"Sep 5, 2007 - At an inter-regional video press conference held today in Halifax, Moncton, Fredericton, Charlottetown and Sydney, Atlantic University Sport kicked off the 2007/08 playing season by unveiling a new conference visual identity, website, plans for a magazine and a renewed commitment to the Atlantic University Sport brand.

"This launch is indicative of the philosophy behind the organizations' new identity," commented Mr. Phil Currie, Executive Director of Atlantic University Sport. "While we have always aspired to be strategic, proactive, collaborative and as 'open door' as possible, our new visual identity will mark the beginning of a time where we reach out to our stakeholders and the community at large."

NEW LOGO
The Atlantic University Sport marketing committee, led by Marc Boudreau (chair) of the Université de Moncton and Leo MacPherson of StFX University were instrumental in moving the new vision forward.

"The right logo, with the right characteristics, will boost our visibility, credibility, and memorability," said MacPherson. "We believe in this image and are confident the benefits to the conference and its members that will come as a result will be significant."

The new Atlantic University Sport logo was developed with a number of key elements in mind.

The conference has moved towards an acronym-based image with a bold, easy to read font, which has a great deal of impact and is strong enough to stand-alone in both French and English.

The "AUS" or "SUA" letters themselves are leaning forward symbolizing progress, being on the move and riding a wave of success.

The torch in the middle of the logo is a traditional symbol of education and higher learning, which appears to be burning bright and strong. It stands for the joy of athletic competition and among other things, the flame represents purity, endeavour for perfection, struggle for victory, peace and friendship.

Finally, the wave is a symbol for the Atlantic Ocean that touches our shores and is the common bond of all four Atlantic Provinces.

NEW WEBSITE
Also launched today was the new look Atlantic University Sport website. The address, www.atlanticuniversitysport.com has not changed, but the site will now have an updated, fresh look and increased functionality.

In addition to being a great resource for up-to-date news, accurate stats, archived historical information and more, some of the new features will include: · An online library of coaching and playing tips, video highlights, interviews and more powered by EastLink Television. · A weekly "Photo of the Week" section, showcasing some of the great images captured around the conference throughout the season. · On-line polls and contesting where visitors can make their opinions known and also have the opportunity to win prizes throughout the season.

The site has also been redesigned with an effort to be friendly to corporate sponsors and advertisers. For the first time, the website will provide valuable space to the business community, wishing to reach key university publics. With between 45,000 and 60,000 unique visitors per month (2.5 million and 6 million hits monthly) the Atlantic University Sport website is positioned to deliver all the benefits and opportunities the corporate community is seeking.

BRAND INTEGRATION ON CAMPUS
Our member university communities have been the first to support and embrace this new philosophy, as new AUS moniker will be incorporated throughout Atlantic Canadian campuses this season.

The new logo will be incorporated immediately into each of the 11 member websites. In the sports of football and men's and women's hockey, the helmets of the student-athletes will showcase the new logo. As the season progresses, uniforms and jerseys, ice surfaces and rink boards, playing fields and gym courts will all proudly carry the new brand as well.

'IN MOTION' MAGAZINE
For the first time in the history of the conference, a comprehensive student-athlete focused publication will be produced.

This exciting new product will be distributed to over 20,000 students four times a year. It will be officially launched in January 2008. Of note, this is not solely a sports magazine, but will mostly focus on lifestyle and healthy university living, with activity features, nutrition articles, campus life stories, sport features, etc.

"In Motion is written and designed for our most important stakeholders, the students," said Currie. "The reader is a dynamic young individual who is success minded and largely in the 18-to-34 demographic with a desire to improve their financial, physical and cultural well-being. They are future decision makers in their households and businesses. They drive trends and actively pursue technology; they are todays and tomorrows consumers."

Dr. David Murphy, Director of Athletics at Saint Mary's University and President of Atlantic University Sport was among the Athletic Directors on hand to celebrate today's announcements.

"I am extremely pleased and excited to be a part of this new chapter in the evolution of Atlantic University Sport," said Dr. Murphy. "We are focused on becoming more accessible and present as a regional conference that leverages the power of sport and ultimately the visibility necessary to appropriately position - what we believe is the premium product. In the end, our sport programs, the coaches and our world-class athletes will be the big winners with these initiatives."