The Mountain West Conference Board of Directors and Commissioner Craig Thompson on Monday unveiled the league's brand new direction and conference identity. Basically, there's a new logo nicknamed "The Rock" and a new tagline "This is our time."

A release from the conference touted the unique logo as "a strong symbol of a league on the rise, invoking comparisons to stately campus buildings and the Rock of Gibraltar." They also emphasized the equality of the letters representing "Mountain" and "West", which reflects the leagues expansion towards the west coast.

This initiative is emblematic of the evolution of our league. The overwhelming majority of the people we spoke to said the Mountain West is bold, feisty and highly competitive, and we strongly believe these qualities are reflected in our new brand identity and our new logo.
Commissioner Craig Thompson

In addition to presenting a new Mountain West logo and theme, Thompson outlined the most comprehensive branding effort in the history of the Conference. As the basis for this major re-branding initiative, the Conference solicited the opinions of more than 8,000 constituents including members of the Mountain West Board of Directors, athletic administrators, coaches, fans and members of the media.

Loma Media, a nationwide creative services entity, has been tapped by the league to upgrade its advertising and outreach strategies. They'll employ an NFL Films-style look and feel to the Conference's television, radio and print campaigns and will produce motion media content for all platforms on a monthly basis.

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