Big 12 Conference introduces new logo, new identity

The conference has been in existence for over 20 years.

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One of TCU's school-specific logos for the new Big 12 Conference brand identity. The conference officially introduced the new look Tuesday. (Photo courtesy of the Big 12 Conference) The new official logo of the Big 12 Conference. The conference officially introduced its new brand identity Tuesday. (Photo courtesy of the Big 12 Conference) A look at the different primary school-specific Big 12 logos. From top left to right: Iowa State, Oklahoma State, Texas, Kansas State, Oklahoma, Texas Tech, Kansas, TCU, West Virginia and Baylor. (Logos courtesy of the Big 12 Conference; modified by Jordan Ray) A look at the new Big 12 Championship logo with included sponsorship. (Screenshot taken from the Big 12's style guide)

Exactly two years ago, TCU joined the Big 12 Conference. Next fall, that same conference will own a revamped look.

The Big 12 officially introduced its new branding and identity standards Tuesday morning for the start of the 2014-15 athletic season.

“Today marks an exciting day for the future of the Big 12 and its member institutions,” Big 12 Commissioner Bob Bowlsby said in a press release.

Most noticeably, the changes feature an updated logo for the conference, which also comes in different colors for each of the Big 12’s 10 members, and a redesigned website.

“The Conference is proud to launch a new logo that integrates the league’s iconic heritage with a progressive new look,” Bowlsby said.

The Big 12 released an updated style guide online as well detailing the new standards.

The Atlantic Coast Conference launched its own new look for the upcoming season in late March, according to the ACC’s website. The Big 12 is now the latest of the five major conferences to receive a facelift.

TCU Director of Media Relations Mark Cohen wrote in an email the new logo and rebranding campaign is a perfect complement to the Big 12’s momentum.

“We’re extremely proud to be a member of the Big 12 and part of a league where a true champion is crowned in all sports,” Cohen wrote. “These are exciting times for the Big 12 and the new logo and branding initiatives help illustrate that.”

First beginning on February 25, 1994, the Big 12 started as a merger of the old Southwest and Big Eight conferences. It is currently the second youngest of the major college athletic conferences.

The conference has won a total of 79 national championships since its establishment. Most recently, three Big 12 schools (TCU, Texas and Texas Tech) represented the conference at the 2014 College World Series.

“With the Big 12 releasing its new branding and identity standards, including a dynamic new logo, this is a great time to take a step back and reflect on our long road traveled,” TCU Director of Intercollegiate Athletics Chris Del Conte wrote in a statement.

TCU has been a part of the Big 12 since July 1, 2012, and won its first Big 12 title in late May.

“We are truly blessed to be a member of the Big 12 Conference and celebrate the two-year anniversary of our journey home,” Del Conte wrote.

“The Big 12 is a perfect fit for TCU, and we couldn't be happier to be affiliated with the nine other institutions in the conference.”

Women’s basketball head coach Raegan Pebley joined TCU’s staff in April and didn’t coach during the old logo’s tenure. That said, Pebley wrote in an email the new branding still honors the “historic and reputable tradition of the conference.”

Trent Johnson, the head coach of the men’s basketball team, said he also likes the new logo, while Horned Frog baseball’s Jim Schlossnagle wrote in an email he hadn’t seen it yet as of Monday afternoon while recruiting on the road.

TCU PA Announcer JD Smith said the change is a welcome one.

“While TCU has only worn the [previous] logo two years, it was already getting old,” Smith said. “The new logo offers a trendier look to today’s standards. The curve in the design represents the strength and muscle of the Big 12.”

Smith added he believes the new logo will make an appearance during the 2015 College Football Championship Game at AT&T Stadium in Arlington, Texas.

“I’ll go on record to say this logo will be seen in AT&T Stadium come January 2015,” Smith said. “Hopefully in purple and white.”

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