A little tardy to the party, but reinforcement can only do just that - reinforce the point. The new Big Ten Conference Names and logos stink. Ten or Twenty years ago...fine. But for 2010 and the dollars they probably shelled out, no thanks. The 2010 regular season performance of the NCAA Big Ten football teams really put them back on the map in the BCS conversation. Not the #1 conference but finally the ability to have them in the conversation again.
The new logo
The Big Ten changed their logo from the creative Big Ten title hiding the number Eleven in the negative space in between the letters to the newer two in one "Big" "10" combination. It retains a level of creativity, but added a level problem solving to understand the full logo. No harm for the college graduate audience, but not much of a comparison to the revamped PAC-12 shield that will be going live. Here are some links to more information about the changes: Big Ten Artist comments and Big Ten artwork.
The new divisions
This is the one that demands a revision as the logo will probably grow on the fans. What ever happened to North, South, East, and West groupings? And who possibly came up with Legends and Leaders? Was this some joke towards the teams who are in the Leaders conference? Sure. Leaders is an admiral title to be branded with, but compared to Legends it doesn't really match up. What were these people thinking?
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