New Big Ten Logo

The Big Ten athletic conference announces a new logo. As is typical with many brand releases these days, the design came under fire. Mostly because it ignored that there’s 12 teams.

Let’s cut to the chase. According to the Big Ten official site:

“The Big Ten Conference today made several announcements that complete a series of decisions prompted by the upcoming addition of the University of Nebraska – Lincoln as the conference’s 12th member school. The conference revealed a new logo to be used for all sports beginning with the 2011-12 academic year and also unveiled names for its two football divisions..”

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