Big Ten’s redesigned logo: love it or hate it?


The Big Ten conference introduced a new logo on Monday, developed by Michael Bierut and Michael Gericke at Pentagram. The occasion is the addition of the University of Nebraska as the conference's 12th member school. The old logo had the numeral 11 embedded in the visual, to correspond to the then-11 schools. The new logo, for some reason, embeds a 10 rather than a 12. Early reaction to the new logo seems to be falling into two camps: conference officials and the Pentagram designers, who love it; and lots of other people who don't.
  • Pentagram's Michael Gericke: "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. 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."
  • Big Ten Commissioner James E. Delany: "The new Big Ten logo provides a contemporary identifying mark unifying 12 outstanding institutions. It conveys some elements from the past while simultaneously introducing new features. We think the new logo is fun and has something for everyone."
  • Michael Hurley, NESN: "It looks like someone was assigned the redesign, completely forgot about it and then scrapped something together on Microsoft Paint a few minutes before it was due."
  What do you think of it?