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The Big 12 Conference Receives New Logo and Brand Refresh

Chris Dickman Fri, 07/04/2014 - 06:02

Now in its 19th year, the Big 12 Conference is something of an American sports institution. It's constituted by ten member academic institutions that together participate in no less than 23 sports — everything from golf and tennis, through wrestling and football. These institutions create a league that spans five states and nearly 38 million people, with 5,000 student athletes competing in the sponsored sports. Tying all this activity together graphically had become increasingly challenging over the years. So an extensive rebranding was in order to not only modernize the image of the Conference but bring some consistency to its presentation by the participating institutions.

The logo new, shown above, was apparently in development for more than two years and was eventually adopted after it tested well with the 18-35 demographic. It's the work of GSD&M, a full-service advertising agency based in Austin,Texas, which delivered it within the context of a style guide for use by the Conference itself and its participants. The clips below provide details of the rebranding initiative, followed by the logos of the participating institutions, some of which of which could also benefit from a logo refresh.


University of Kansas

Baylor University

Iowa State University

Kansas State University

University of Oklahoma

Oklahoma State University

University of Texas at Austin

Texas Christian University

Texas Tech University

West Virginia University