The Pac-12 Conference formally released the starting point of the new league’s brand identity with an evolved primary mark and logo.
Over the weekend, the mark was soft-launched across current and incoming Pac-12 member universities in order to keep with the league’s core values in being student-athlete-centered.
“The new Pac-12 is truly where tradition meets transformation,” said Pac-12 Commissioner Teresa Gould. “This evolution of our primary mark is a reflection of our new league’s collective beliefs and the starting point for the next interpretation of the Pac-12’s century-old legacy.”
Full brand identity guidelines are expected to be announced in coordination with the launch of the new league this summer, ahead of the 2026-27 season. Lincoln Design Co., a Pacific Northwest-based brand design agency, served as the design agency on the primary mark development.
To stay true to its student-athlete-centered values, the Pac-12 worked across its member universities and teams to provide student-athletes across all nine campuses special-edition t-shirts and the opportunity to introduce thTo stay true to its student-athlete-centered values, the Pac-12 worked across its member universities and teams to provide student-athletes across all nine campuses special-edition t-shirts and the opportunity to introduce the starting point of the new league’s identity. T-shirts featured the new logo across the front, a special student-athlete-edition patch along the side and all nine new current and incoming member universities along the spine as the backbone of the new Pac-12.
