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BIG TEN Logo Redesign – From 11 to 12!!!

Categories: hidden logos, logo design inspirations, Redesigned logos
Written By: Nora Reed

Renowned design agency Pentagram has unveiled yet another Big Ten hidden logo. The famous logo has been the identity carrier of Big Ten Conference, the oldest and largest Division I college athletic association in U.S. Michael Gericke (a graduate of the University of Wisconsin) and Michael Bierut are the chief architect behind the new logo for the conference.


The concept behind previous ‘11’:

Initially, Big Ten represented ten of the leading teams in the country namely University of Michigan, University of Wisconsin-Madison, University of Iowa, Indiana University, Ohio State University, Michigan State University, University of Illinois, University of Minnesota, Northwestern University, and Purdue University. Another team was included in 1990 by the name of Pennsylvania State University. This formed the rationale behind the concealed “11” in the previous hidden logo.


Why go from 11 to 12?

This year, there will be one more addition to the playing teams in 2011 namely University of Nebraska-Lincoln. Thus the need for a change in the identity was necessitated in order to create a more flexible and compatible logo design.


 Michael Gericke, co-designer of the logo, said:

“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.”

New BIG TEN Logo – Groundbreaking or ordinary?

After finally having discarded the famous logo, BIG Ten decided to go simple with a “one-size-that-fits-all-approach”. About anyone can see the ‘10’ hidden within the word “BIG”. The concept is to enable the audience to read “Big Ten” in a single word “BIG. Another reason is to make it compatible for future uses in case other teams are added. But the confusion arrives when you look at the full version of the logo. It includes the word “TEN” stacked beneath “BIG”. I mean what is the point of “TEN” separately when you already have it in “BIG”?


9 Responses to “BIG TEN Logo Redesign – From 11 to 12!!!”

  1. wittejoe Says:

    As a penn state grad… and a logo exec… this is pretty weak. I would think they would try to sneak a “12” in there somewhere, as they did with the old logo. GO PENN STATE!!

  2. Dave W. Says:

    But this goes to 11….Spinal Tap anyone?

  3. Big10Fan Says:

    Is THAT the best they can do? Very disappointing. Unattractive. Ugly color. Shall I go on?

  4. William Norton Says:

    I don’t know why the B.T. Conference didn’t open this naming
    process to the public, it seems that is how you can eliminate all the negative reaction from all the fans and media alike. Well here goes….

    The Big Ten – needs to change to….the MID – 12

    with the new…. BLACK Division & BLUE Division

    How long can we stay the BIG TEN with 12 schools…..?
    I know that everyone will never be happy but if this has
    anything to do with Higher Learning don’t you think we
    should keep up the numbers (and times)….

    Thank you again, and enjoy your holiday season,


    William Norton

  5. JoeFan Says:

    Yea that is pretty bad, old logo no pun intended 10X Better

  6. GHD Says:

    Looks very strong, love this design!

  7. Eiric Says:

    I would have to say it is a pretty ordinary design. The ’11’ logo was groundbreaking, creative and cool. This one, not so much.

  8. anonymous Says:

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  9. j. maclow Says:

    I really like the new logo. It’s bold, modern, cool, and has 2 words in 1. Nice!

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