Re-branding, it's all the rage these days in collegiate athletics. It's hard not to with all the realignment that's taken place. However, for the Big 12 it's about changing the logo and not the name of a conference that houses just ten teams.
The logo is a definite upgrade over what it used to be and a much needed facelift for something that hadn't been touched since the inception of the conference in 1996. However, one may wonder out loud just who runs this conference. Sure reminds this writer of one specific tea min the conference.... What about you?
Perhaps a name change would've been better than the logo change, but if that wasn't the direction this isn't a bad route to go either - simple, sleek, and colors that pop... Call it a winner for me.