Steve Douglas on December 16th, 2010

new big ten logo
After adding Nebraska to the mix, the Big Ten conference actually consists of twelve teams. Odd then that the new logo (above) makes no reference to that fact, eschewing the clever use of negative space in the previous incarnation when there were eleven teams (below).

old big ten logo

When the college athletic conference totted out its new logo this week, the results were only slightly better better than the Gap logo fiasco. Designed by Michael Bierut and Michael Gericke of Pentegram, the logo has been slammed by fans and designers alike, with most comparing the new version unfavorably to the old. Personally, I’m not offended by the logo, but there is some weirdness happening in the ‘G’ as the creators tried to crowbar the number ’10′ into the design.

So waddya think – hit or miss?




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7 Comments to “New Big Ten logo”

  1. Ryan James says:

    I think the logo sucks hard. To me it reads Big 10 Ten, and when you consider that there are 12 teams, it doesn’t make a lot of sense. Miss.

  2. Logo Design says:

    I see a strong 11 in the design not 10.1 before the T and 1 after. A miss.

  3. The new design lacks the inventiveness, creativity, or even visual appeal of the old one. Sometimes when you try to do too much with a design, you end up not doing anything at all.

  4. Joel Skotak says:

    The previous Big 10 logo was a lot more creative, high concept, and ironic than the new logo. The new logo looks more generic and is more difficult to read. The first one is a great use of negative space and wittiness, that has the viewer pausing to look at it.

  5. Matt says:

    Looks to me like they were planning to have 16 teams when they designed this…

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