Big Ten Conference unveils new logo

  • 12/13/2010 12:47 pm in

… And in doing so, also sent out a lengthy press release that detailed the new football divisions and the following on the new look for the conference logo:

The new Big Ten logo was developed by Michael Bierut and Michael Gericke of the international design firm Pentagram.

“The new Big Ten logo was developed to symbolize the conference’s future, as well as its rich heritage, strong tradition of competition, academic leadership, and passionate alumni,” said Gericke. “Its contemporary collegiate lettering includes an embedded numeral ‘10’ in the word ‘BIG,’ which allows fans to see ‘BIG’ and ‘10’ in a single word. Memorable and distinctive, the new logo evolved from the previous logo’s use of negative space and is built on the conference’s iconic name, without reference to the number of member institutions.”

The new logo also provides the flexibility of multiple versions which can be used horizontally, vertically and within new media.

“The new Big Ten logo provides a contemporary identifying mark unifying 12 outstanding institutions,” said Delany. “It conveys some elements from the past while simultaneously introducing new features. We think the new logo is fun and has something for everyone.”

Not a big fan of the new look, but who knows, maybe it’ll grow on me. Thoughts, anyone?

I’m not going to dig into the naming for the football divisions, but our friend Pat Forde of ESPN.com summed it up best on Twitter:

Big Ten went with the “Legends” and “Leaders” division names. Which is about as corporately lame as it gets.

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  • CutterInChicago

    As I have said, Horrible. Terrible. “Legends and Leaders” sounds like a godawful sportsbar in Nowheresville. I mean whoever sold the Big Ten on that name should be given a raise, or asked to build a monorail in Springfield. Pathetic

  • Anonymous

    Is there a Keady-Henson Award for the worst hair in the conference?

  • Anonymous

    I do get changing it to eliminate the “11” hidden in the graphic now that a 12th team is entering. Everything else past that was a hastily made, unimaginative decision. You probably have the person making the decision pegged.

  • Anonymous

    Alex has explained this before. The ads are generated from the disqus website and the ITH guys don’t have any control over it.

  • Anonymous

    Well, after that quote it does make sense. “Honor our history and traditions…” The Big 10 was known for decades for the “three yards and a cloud of dust,” offenses of Woody Hayes and Bo Schembechler. What’s the only thing as generic and boring as a “three yards and a cloud of dust” offense? This logo.

  • Anonymous

    and UCLAme. The logo and the division names flat out suck.

  • Anonymous

    if the conference paid $1 they should feel like they got ripped off.

  • Anonymous

    yeah, but jshod has a point…the logo is so shitty, let’s change the subject to something we’ve already beaten to death.

  • Anonymous

    The only possible answer for the light blue is that it’s a color that isn’t on the uniform of any of the league schools, so it doesn’t show favoritism. Regardless of the reason, the logo sucks in every way, shape, and form imaginable.

  • Anonymous

    UCLA is one shy of matching that 12 all by themselves.

  • It’s actually from Yardbarker, not Disqus.

  • Anonymous

    This is the best thing to happen to modern culture since the Shake Weight. I’m pretty sure the guys who came up with the logo and division names just went to their kids’ elementary schools and had the children come up with it (probably not because it would have been more creative), then pocketed all the money.

    Hey, Big Ten, next time, save your money, keep the old logo, and name the divisions geographically.

  • Bleeding Crimson

    WELCOME ABOARD. WE LIKE POSTERS.
    I have to admit I like reading the posters just as much as the lead article itself. You learn a lot more and have a great time at it.

  • Anonymous

    Would’ve been easier just to fill in the negative space in the “T.”

  • Anonymous

    Sorry, the G and T

  • Anonymous

    That was probably the first thing that came to mind, but since there is a school in the big ten already named northwestern, one of the most logical geographical choices was already taken.

  • Bleeding Crimson

    IU,
    Thanks for the site. I own two small business and we are expanding this spring. Logo’s are very important, everything from Branding to Sales and I will consider this site if we decide to change.
    As I posted just a few ago, see what you can learn on this site and have a great time at it.
    I don’t have the monies nor the resources as the Big 10 and I could have done a better job.
    Someone mention about their sales on this.
    This actually could be a way to assist them on changing their mind. If enough of us was to email the B10 and tell them how much we will not spend?????

  • Tberry

    LAME doesn’t even start to describe this idiocy. I bet the the rest of the collegiate sports world is laughing so hard they will have a hard time even playing for the nation championship. Not only can they kick B10 *** but they the won’t even take our conference seriously!!!

  • Anonymous

    I think everyone has described in accurate detail the shortcomings of this logo, but I would like to add to the commentary by pointing out that the new Pac 10/12 logo is truly epic compared to this piece of garbage. If they hit a home run, we fouled out attempting to bunt.

  • Anonymous

    I was hoping to be in the “Legends of The Hidden Temple” division.

  • Anonymous

    Bravo! I’ve read 50 of the exact same, brain deal critiques of the B10 efforts in the past 24 hours and all have had the same screeching yelps, not one single insight was added to the discussion….until I read your opinion. Thank you.

  • Anonymous

    I’d be happy with that, too.

  • Anonymous

    Are they divided geographically, though? I can’t remember who’s in which.

  • Jspring

    This looks ridiculous!!!