Man – the interweb is hammering the new logo for the Big Ten. So much so that it’s trending on Twitter and it’s causing the designers to put out a statement to justify the design.

Michael Bierut and Michael Gericke the responsible designers had this to say:

“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,” Gericke said in the conference’s release. “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.”

Here’s the old logo

What’s your take? Is this going to represent the Big Ten well? Is all the backlash warranted?



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