First of all, the colors are just weird; last time I checked, Robin’s Egg Blue was not a very intimidating or “sporty” color, it’s something you find in a children’s book actually.
Speaking of children, it looks like my 5-year-old nephew could have made the logo. Considering the fact that it was made by two “professionals” I have to say, I am unimpressed.
When questioned about their choice of design, the designers response was interesting.
According to one of the designers, 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.” (nesn.com)
“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.” (nesn.com)
I agree that the logo is collegiate in style, but there is nothing memorable or distinctive about it, other than the color maybe (not a good thing).
Also, I’m no sports buff, but aren’t there more than 10 teams in the Big TEN??
Now that I think about it, I’m actually not sure which is worse, this new logo or the old one. What do you think?