The Big Ten Conference revealed its new logo today and I don’t think the designers at Pentagram are getting the feedback they hoped for.
In their defense, they were given the tough task of replacing the ultra-creative existing logo, which injected an 11 (representing the number of schools in the Big Ten) seamlessly into its design. I didn’t expect much, but their efforts left a lot to be desired.
That all being said, I don’t think the new logo is a total bust. The biggest mistake of this unveiling process was showing the logo in its simplest form – one color (and about the most un-bold color possible) on a white background. They should have dressed the design up a bit introducing the new look with 3D effects, reflections, and textures so people could get an idea how the logo would look when polished. Also, I have no idea what the purpose of the bottom horizontal bar is. If they want the full effect of the negative space to work, I think they should have left that element off.
In summary, my first impression of the new logo was that it looked very amateurish – but with a bit of styling, a color adjustment, and lopping off the bottom 10%… it could be saved.