{"id":9659,"date":"2010-12-16T16:06:48","date_gmt":"2010-12-16T22:06:48","guid":{"rendered":"http:\/\/crowdspring.wpengine.com\/?p=9659"},"modified":"2023-09-19T14:18:22","modified_gmt":"2023-09-19T19:18:22","slug":"the-new-big-ten-logo-is-it-love","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/the-new-big-ten-logo-is-it-love\/","title":{"rendered":"The New Big Ten Logo &#8211; Is it Love?"},"content":{"rendered":"<p><a href=\"https:\/\/www.crowdspring.com\/blog\/the-new-big-ten-logo-is-it-love\/big-ten-conference-unveils-new-logo\/\" rel=\"attachment wp-att-9665\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-9665\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2010\/12\/27132536\/58249084.jpg\" alt=\"\" width=\"310\" height=\"284\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/blog\/the-new-big-ten-logo-is-it-love\/bigtenlogo\/\" rel=\"attachment wp-att-9660\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-9660\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2010\/12\/27132537\/BigTenLogo.jpg\" alt=\"\" width=\"329\" height=\"220\" \/><\/a><\/p>\n<p>\n<div class='header-cta' style='display:none'>\n  <span>Discover your brand's unique character.<\/span>\n  <a href='https:\/\/www.crowdspring.com\/brand-archetype-quiz\/' class='btn btn-primary' target='_blank'>Reveal the truth with our free quiz!<\/a>\n<\/div>\n<\/p>\n<p>A few months ago, for our \u201cI\u2019m in Logo Love\u201d series, I wrote about the <a href=\"https:\/\/www.crowdspring.com\/blog\/im-in-logo-love-the-big-ten-logo-design\/\" target=\"_blank\" rel=\"noopener\">Big Ten logo<\/a> and how awesome it was. It cleverly used negative space to show that the Big Ten athletic conference actually had eleven teams.<\/p>\n<p>I also mentioned how excited I was to see what they would come up with when the Big Ten added Nebraska to their ranks, changing the number of participating colleges to twelve. (As a graduate of a Big Ten school, I have a vested interest in this topic.)<\/p>\n<p>The wait is over.<\/p>\n<p>This week, the Big Ten unveiled its new logo.<\/p>\n<p>The designers, Michael Bierut and Michael Gericke from the design firm Pentagram say they were symbolizing the conference\u2019s future and heritage. The logo will work in a square format and a horizontal format, which will make it flexible for use on networking websites and a header on their own website. And the logo is flexible if the number changes again. As Gericke says, <a href=\"https:\/\/www.crowdspring.com\/blog\/the-new-big-ten-logo-is-it-love\/big10_flash_620\/\" rel=\"attachment wp-att-9662\"><img decoding=\"async\" class=\"aligncenter\" style=\"padding-left: 20px; float: right; padding-top: 20px; padding-bottom: 20px;\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2010\/12\/27132536\/Big10_Flash_620.jpg\" alt=\"\" width=\"303\" height=\"201\" \/><\/a>\u201cGoing forward, fans will know The Big Ten will always be the Big\u00a0Ten.\u201d<\/p>\n<p>Also, the word \u201cB1G\u201d is designed to stand alone as the symbol, with the \u201cB\u201d for Big and the numeral 10 following it&#8230; but that seems to be asking for people to stretch a bit.<\/p>\n<p>Truly &#8211; it looks like they stuck a number 1 in the middle of the word. Using 2 colors, as they do on this flash drive, makes it a bit more obvious. (But not enough.)<\/p>\n<p>The new logo &#8211; which is being panned in print and on the web almost as badly as the redesign of the GAP logo &#8211; has its problems.<\/p>\n<p>The use of the negative space is distracting rather than intriguing. The color is more reminiscent of the University of North Carolina than the Big Ten.<\/p>\n<p>And it does not refer to the fact that the Big Ten Conference is made up of 12 teams.<\/p>\n<p>As a visual cornerstone of its <a href=\"https:\/\/www.crowdspring.com\/blog\/brand-identity\/\" target=\"_blank\" rel=\"noopener\">brand identity<\/a>, the new <a href=\"https:\/\/www.crowdspring.com\/logo-design\/\" target=\"_blank\" rel=\"noopener\">logo design<\/a> didn&#8217;t hit the mark.<\/p>\n<p><div class=\"subscription-hero-snippet image-on-left\" style=\"background: #3B2B8F\"><div class=\"title centered\">What\u2019s your brand\u2019s true essence?<\/div><div class=\"main-content\"><div class=\"image-wrapper\"><img decoding=\"async\" src=\"https:\/\/assets.crowdspring.com\/marketing\/landing-page\/brand-archetype-hero.png\" alt=\"brand archetype illustration of the magician\"\/><\/div><div class=\"form-wrapper\"><div class=\"subtitle\">Discover your brand's unique character in just 3 minutes & unveil 15 key insights to make your brand stronger.<\/div><a target=\"_blank\" class=\"btn btn-primary\" href=\"https:\/\/www.crowdspring.com\/brand-archetype-quiz\/\">Start the free quiz now!<\/a><\/div><\/div><\/div><\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/blog\/the-new-big-ten-logo-is-it-love\/unknown\/\" rel=\"attachment wp-att-9663\"><img decoding=\"async\" class=\"aligncenter\" style=\"padding-right: 20px; float: left; padding-top: 20px; padding-bottom: 20px;\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2010\/12\/27132536\/Unknown.jpeg\" alt=\"\" width=\"272\" height=\"92\" \/><\/a>A better approach is the one from the BIG TEN Network. They use a modern font, leaning in a forward motion, with 11 stars running underneath to represent the 11 schools. All they will need to do to update their logo is add the 12th star.<\/p>\n<p>So &#8211; am I in logo love all over again? Not so much. The reasons behind the decision and the pitch all make sense&#8230; but when it comes down to how it actually looks? I\u2019m not feeling the love.<\/p>\n<p><a href=\"https:\/\/www.crowdspring.com\/how-it-works\/?utm_source=csblog&utm_medium=brandidentity&utm_campaign=cta\" target=\"_blank\"><img decoding=\"async\" class=\"alignnone size-full wp-image-35262\" src=\"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2022\/05\/06164945\/small-business-blog-master-cta.png\" alt=\"\" width=\"700\" height=\"466\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new Big Ten Logo and why we don&#8217;t love this new design to showcase the visual identity for the Big Ten Conference.<\/p>\n","protected":false},"author":19,"featured_media":9665,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3154],"tags":[439],"class_list":["post-9659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-identity","tag-logo-design"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The New Big Ten Logo - Is it Love? 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