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Big Changes in the Big Ten

New Logo, Divisions and Trophies Announced; Fans Sound Off

December 14, 2010

Big Changes in the Big Ten

by Alexis Mattera

Sure, the Golden Globe nominations are grabbing most of this morning’s headlines but in the world of college sports, “Mad Men” and “The Social Network” are riding the pine while what’s going on in the Big Ten takes the field.

Among the changes is a new logo. First off, the logo. It’s not a huge departure from the previous design by any means – it’s still blue and white and incorporates numbers as well as letters – and logo co-designer Michael Gericke tells ESPN, “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. 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.” Fans aren’t buying it, though: It’s been less than one day since the logo was unveiled but the new design is already receiving some pushback a la Facebook and the Gap.

Next, the new divisions of Legends and Leaders – a change which makes sense in a way since the number of teams in the Big Ten exceeds the conference’s name – and 18 trophies. Now, Michigan, Michigan State, Iowa, Minnesota, Nebraska and Northwestern are in the Legends division while Illinois, Indiana, Ohio State, Penn State, Purdue and Wisconsin represent the Leaders division. As for the trophies, there are 18 new ones, many of which honor past players and coaches. “Our foundation is our history, and so we want to honor that history and tradition. Our goal, if we are to sustain this enterprise, is to continue to focus on the building of future leadership through education and competition,” said Big Ten commissioner Jim Delany.

It’s my guess these changes won’t impact the players – who should be more concerned with maintaining the grades to keep their athletic scholarships – but sports writers, reporters and fans are certainly making their voices heard. What do you think of the Big Ten’s changes? Are they worth all the ruffled feathers?


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