From the UAA release

WESTERVILLE, Ohio - The University Athletic Association and its member institutions are proud to unveil a new primary logo and visual identity. This refreshed look honors our rich, historic tradition of unparalleled academic and athletic excellence while boldly looking toward the future.
 

The UAA exists at the intersection of world-class academics and world-class cities. Based in eight iconic urban centers, UAA institutions are not confined by geography — or convention. Fueled by bold ideas and expansive ambition, UAA student-athletes embody the league's national reach, metropolitan presence, and boundary-defying mindset.
 
The pulse of each city mirrors the spirit of those student-athletes. They are not just competitors; they are catalysts. Purposeful, driven, and unshakably ambitious, their impact is felt far beyond the athletic arena.
 
As we enter this new chapter, we proudly remember our roots. Our new mark carries forward the legacy of our long-standing logo as a modernized reflection of our core identity. As a joint coalition of eight extraordinary institutions, we are excited to wear this new logo as a unified symbol of who we are and where we are going.
 
The UAA Presidents Council initiated the redesign and the UAA commissioned SKYE Design Studios, a design agency based in New York City and specializing in sport branding. A logo committee included representatives from each UAA institution, and the final design was approved by the Delegates Committee, made up of key administrators from all Association universities.
 
Logo History
 
In preparation for the formal announcement of the formation of the University Athletic Association in June of 1986, the public relations office at New York University designed a temporary logo to be used until a final design could be determined.
 
In the fall of 1986, the UAA Delegates Committee sponsored a logo design competition open to students, faculty, and staff of all member institutions.  Ten entries were received from students at four UAA institutions along with the original announcement logo from NYU. Four of the submissions were selected for final consideration by the members of the Delegates Committee at its meeting in the spring of 1987. They included two submissions from students at Carnegie Mellon University, one from a student at Washington University, and the original

announcement design from NYU.
 
The winning submission was designed by Yin Yin Wong, a student at Carnegie Mellon University. It was modified according to specifications by Jerry Kilborn, a prominent graphic artist from Rochester, New York.  The modifications included the addition of serifs to enhance the concepts suggested by the designer and to give it a more flowing appearance.  The modified logo was officially adopted by the UAA Presidents Council at its October 1987 meeting.
 
The bold presentation of the logo suggested the prominence of the member institutions, the italics imparted an image of forward motion, and the ball conveyed the elements of speed and motion present in so much of athletics. The colors of the UAA have always been red, white, and blue to represent the national scope and geographic spread of the member institutions.