Pentagram's Explanation of the LOGO

it's typical boutique firm boondoggling. Their real talent lies in selling& marketing their own products to the boobs who pay top dollar for something anyone with a Mac and an hour or two (to design and then navel-gaze to come up with a "deep" analytical explanation... Pot helps for this) can come up with. Talk about snake oil salesmen, these guys are pros. It's all in the presentation; framing your designs cleverly and pulling the board room into your vision. Unfortunately, seems the general public is actually harder to string along than the B10 commish

I admit it looks a little better in collateral. I HATE HATE HATE the color scheme with the carolina blue. YUCK. I also really don't like the serifs on the B. I wish they were shaved by like 20 or 40%.

In general I don't like it. I will probably get used to it, who knows.

The division names are still absolutely, positively unforgivable.

I'm not blaming the designers for the logo. I'd like to think they came up with plenty of different designs and this was the one chosen.

I could be out of line, but I'm blaming whoever in the B1G organization approved it not the people who designed it.

"We think the new logo is fun and has something for everyone."

Oh yeah?  What's in it for me?

I really don't get this "has something for everyone" thing.  It's BIG TEN in block letters and a 1 instead of an I.  What are all the different things that are for all the different people?

I actually don't especially mind the logo, it's the division names that really annoy me.  The logo is just extremely simplistic, which is fine as far as I'm concerned but if that's going to be the case why act like it's some incredibly multifaceted thing?

B1G: We will beat you until you're black and baby blue.

mobile phone refresh-triggered double-post

I really like how much the Maize Rage stands out in that picture of Minnesota and State playing in the Big Ten tournament last year.

After poking around their website, I discovered that Pentagram worked extensively on the extremely successful U.S. bid for the 2018/22 World Cup.  Keep up the good work boys! 

and what really doesn't make sense is that they're trying to put a 10 in it and now we have 12 teams. there should be a number 12 somewhere and the word ten also.

then the B1G TEN Commish will have no problem if we henceforth refer to him as

J1M D3LANY

I have a feeling that when the logos are judged in context (which is what they were designed for: different contexts) they will make more sense.

I remember the last time the Big Ten was "the laughing stock" for being innovative: when Delaney announced the creation of the now $Billion$ BTN.  I live in SEC country, and I can assure you that people have an easier time mocking something new than accepting that it may be a more competitive model (even in the face of, you know, economic realities.)

In the end, the logo is meant to be used for branding/marketing; which is why a marketing company created it.  Eventually it will come to represent whatever Delaney and the presidents want it to, because they are going to ingrain it into their branding.  Let's stop assuming that we fully understand their long-term vision for the branding of the conference.

I don't mind "B1G" by itself, but I don't understand...

"B1G"

 TEN

I read it as Big Ten Ten because I was told "B1G" is Big Ten.

I am a Michigan man unfortunately relegated to living in SEC country.  I happen to work with a couple of other Big Ten guys and for the first time in my life it seems that no matter where you came from or  who your team is we are all on the same side "THIS SUCKS"  I came to work today ashamed that I am from Big Ten country for the first time in my life.  No bowl losses or out of conference losses or any other shenanagens can compare to this.  I am in utter disbelief that this has happened.  Please Big Ten take a mulligan on this one and try again.  We will all forgive you if you quickly and completely wipe this from the history books and let us all pretend this never happened.

“Seeing two numbers at once is clever, but it means redesigning the logo every time the conference expands,” says Bierut. “It was time for something direct and simple.”

This just means they weren't smart enough to come up with an intelligent design that hides the 12 in the logo. And further explains why it looks like they spent 15 minutes in photoshop making the new logo.  

"includes world-class academic institutions such as Ohio State, Michigan State, Penn State, Purdue, Northwestern, and University of Wisconsin–Madison."

Talk about unabashed self-bias.  First, osu is nowhere near a world-class academic institution.  They just came out of the friggin stone age - bunch of neanderthals.  Wiscy is just what it's nickname stands for - a booze festival.  Think it was coincidence that UM was left off, nope.

Oh, by the way the new Big Ten logo fucking sucks!  Seriously, those two idiots just made the entire conference look like fools.  Every single media outlet says it's hideous and dumb. 

(woke up on wrong side of bed today - sowwy)

If the designers feel they need to explain in the press release that the logo is "clever" and "contemporary" then they should realizethey have a problem. 

Also, do they feel being married to a 30 yr OSU alumn gives them any addtional credibility?

The resulting logo features contemporary collegiate lettering with an embedded numeral “10” in the word “BIG,” which allows fans to see “BIG” and “10” in a single word.

They act as if this is some Earth-shattering revelation. I, personally, think this makes the logo look even stupider. The B10 Ten? Seriously?