B10 to reconsider division names?

Submitted by MGoLiteral on December 17th, 2010 at 9:22 AM

"We've had enough experience with names and expansion and development of divisions that we know that you rarely get a 90 percent approval rating," Delany told WGN AM-720. "But to get a 90 percent non-approval rating was really surprising. It showed that we didn’t connect with our fans in a way that we wanted to. It’s humbling, to say the least, because we’re trying to build fan bases, not push them away." - Delaney


Now, about that logo...



December 17th, 2010 at 10:05 AM ^

The way you wrote this makes it seem as if Goodell works for the NCAA. 

I'd be more proud if we didn't have crappy divisional names and a shitty logo.

Oh well - I work in an office of big ten alums from various schools and at least we could all agree on the fact that Delany fucking blew it. 


December 17th, 2010 at 10:37 AM ^

no public opinion polling before the final decision?  what type of amaturish mktg firm did he hire?  hell, even movie makers show preliminary versions of movies to the public before they finalize them.

it's just amazing to me how people get to big positions with big salaries and throw away big money to make stupid decisions.  (cue the gov't here).


December 17th, 2010 at 10:17 AM ^

I agree!  I can't believe the logo!  What were they thinking????  We're already behind the "makes sense curve" with having 12 teams.  At least incorporate something in the logo that reflects the 12 teams. 

Regarding the division names...Not really sure what else makes sense.  At least it is not North/South or East/West.  To geographically separate the divisions does not make sense.  I feel it is best to keep competition balanced versus geographically balanced.  If we did that become the conferences from the South...Lopsided!  Still like BO and Woody!  But definitely understand the opposing arguments.


December 17th, 2010 at 1:41 PM ^

I would prefer East/West or North/South, knowing that it can't be perfect geographically.  But since we're already taking a leap by calling a conference with 12 teams the Big 10, I'm not going too worried if Wisconsin has to play in the East division.  Trying to get cutesy with Legends/Leaders or some other combination of titles that have no bearing at all to the schools involved is just asking for ridicule.


December 17th, 2010 at 10:30 AM ^

Can someone from the Big 10 please admit that both were terrible and a HUGE waste of money?

Delany is slooooooowly coming to that conclusion.  I can only imagine how much they paid for those.

A better solution... gather a team of design students from the Big 10 and have them design the logo and pay them in scholarship money.


December 17th, 2010 at 12:53 PM ^

After reading Six Zero's diary, I want to clarify my comment...

The Big Ten wasted their (and our) money because they did not connect with their audience before officially releasing the logo.  If they had, we might be looking at a completely different logo, or we could just be looking at a different color.

Pentagram did what they were paid to do.  They designed the logo, and maybe many others.  The Big Ten (Delany) most definitely had the option to say, no we don't like any of these, keep at it.  In the decision process, they could have brought in panels of Big Ten fans, shown them the logos and said, choose one or none.

I suggested gathering a team of student designers because they are most connected to the conference.  They are more aware of the values and history of the conference than a major design firm.  The Big Ten should still hold opinion panels before making a final decision.  Pentagram, or the like, would then be hired to do all of the branding processes behind the scenes.  I'm not saying the students would do a "better" job, but when you officially release the logo, your marketing becomes a lot easier when you can say "this logo was designed by a group of Big Ten students".


December 17th, 2010 at 4:13 PM ^

Personally, I don't have a huge problem with the logo.  It's bland, and the pale blue color is bad, but it appears that they'll use different colors to fit the situation (i.e., if it's painted in Crisler, it'll be maize).  And to be honest, I've never cared much for our current logo.  But "Leaders" and "Legends" are awful and will be made fun of forever.


December 17th, 2010 at 9:51 AM ^

They need to blow the whole thing up.  Changing the divisions may be a moral victory, but dammit, hyphenated trophies?  Shitty logo design?  Don't just fix one component of the axis of awful.


December 17th, 2010 at 9:57 AM ^

if i remember correctly, the mob also got the UM OSU game as the last game of the regular season saved as well.  the big ten is having a bit of a rough year, while torch and pitchfork suppliers in the midwest are booming.


December 17th, 2010 at 10:33 AM ^

of the torch and pitchfork company has seen skyrocketing growth over the past 3.5 years after a rather up and down pattern of sales in the 1998-2006 era (big shortages for supply due to unexpected demand in 2005).  it all started in September of 2007 and boy has it been a huge and growing company division since!


December 17th, 2010 at 10:02 AM ^

I can live with the logo and trophy names, but the division names have to be changed. This is what happens when you don't listen to your fans and follow the suggestions of corporate marketing. 


December 17th, 2010 at 9:34 PM ^

No way the names are just plain stupid.  

The logo can easily be cleaned up by a professional so it doesn't look so cheap.  I'd do it myself but I am incredibly slow on those programs.  I tried to find a good example but could only find the one below.

I can't believe they launched a logo that actually looks low resolution.  The one on the design firms website is better quality.  I've said this before but it should read more B 10 and less BIG


December 17th, 2010 at 10:17 AM ^

I suggested that if you were going to choose stupid names that you should at least be paid well for them.  I said that he missed the boat and should take advantage of corporate sponsorships. The great taste vs the less filling divisions, the Fedex air vs Fedex ground, or Pepsi and Mt. Dew. At least the fans know that the schools are making money.

I am glad to see that he is trying to find an out. I wonder if I can get royalties from my idea.