By: Pac-12 Conference

The Pac-12 Conference today 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. 

Key elements of the Pac-12’s new logo and how it was introduced include:

TRADITION MEETS TRANSFORMATION: OUR MARK HAS MEANING
 

• The Shield / No Boundary – Edgeless by design.
• The Upward A / The Way – Direction chosen. Commitment made.
• The Icon / Student-Athlete Centered – A superhero’s tool for those who define who we are, our student-athletes.
• The Electric A / Superhero Energy – Our “power” comes from within.
• The Open Delta / The Vector – Transformation without boundary.
• The Bold Strokes / The Standard – Aggressive. Modern. Unapologetic.
• The Topography / The Foundation – 110+ years standing. We are the West’s.
• The Cresting Wave / The Force – Unrepeatable. Never ending.
• The Structure of Twelve / The Promise – Twelve marks to denote our eras. With room for more. 

THE ROLLOUT

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 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.
 
More information regarding the Pac-12’s new primary mark and logo guidelines will be available at Pac-12.com.