The Big 10 Has A New Logo And Divided Into Leaders And Legends

The mathematically challenged Big Ten Conference, which will have 12 teams next year, unveiled the conferences new logo Monday.

It's a nice looking logo, simple and well done.

"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." Michael Gericke said who along with Michael Bierut of the international design firm Pentagram designed the Big Ten's new logo. "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."

Which is 12, two more than 10.

Big Ten commish Jim Delany gave it a thumps up.

"We think the new logo is fun and has something for everyone." Delany said in a release from the Big Ten Conference.

It's a logo, it has nothing for me.

Is it me or is their something subliminal about the "I" and "G" in "BIG"? Kind of looks like the number 16. Is that the number the 10/12 ultimately wants?

The new division names are far more confusing that what the ACC concocted five years ago.

The division names are the "Leaders" and "Legends".

"'Legends' is a nod to our history and to the people associated with our schools who are widely recognized as legends - student-athletes, coaches, alumni and faculty." The Big Ten commish Delany said. "'Leaders' looks to the future as we remain committed to fostering leaders, the student-athletes who are encouraged to lead in their own way for the rest of their lives, in their families, in their communities and in their chosen professions,"

Here's the breakdown:

LEGENDS: Iowa, Michigan, Michigan State, Minnesota, Nebraska, Northwestern

LEADERS: Illinois, Indiana, Ohio State, Penn State, Purdue, Wisconsin

Next a new fancy name for the Big Ten Championship Game. How about the "Dozen Bowl" since you refuse to acknowledge their is 12 teams in your conference.

Branding is everything.

Here's a video of the annoncement of the new logo and division names. (Thanks Big Ten Conference/Youtube.com)