The old logo was great. It was the same logo they had been using, but had managed to sneak an 11 in there to represent they actually had 11 teams. Genius. It was when we realized that the number of actual teams didn't matter, it was a brand.
The new logo, well, it is a very clean looking logo, but it lacks character. They didn't try to manipulate the logo by sneaking in a 12 , however they did keep the 'I' in BIG looking like a '1', with no hidden 2 anywhere to be found. Makes no sense, from a design and previous motif standpoint.
However, far worse than that oversight, is the naming of the divisions. Leaders and Legends. Now, I understand that they could not have went geographically with the naming, since they decided to even out the 2 divisions as much as possible. So East and West is out. And you can't really have a BIG Ten South Division. That is just wrong. So, they go Legends and Leaders. And, that is completely gay. No offense to Homos.
Why not name it after two former legend players or coaches from their past. Or they could have went Plains and Lakes,as pointed out by Jesse Palmer, of ESPN, a Canadian, like the ACC did with Coastal and Atlantic divisions. Anything at this point would have been better than what they selected. I think it would have been cool to see em' go Schembechler and Hayes Divisions.
So the re-branding of the Big Ten fails to hit the mark. Although, after looking at it again, I see what they are doing with the '1'. They are proclaiming themselves to be '#1'....Good one guys.
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