Colorado State University Athletics
Pac-12 unveils new primary mark as the foundation of the new league’s brand identity
4/27/2026 9:06:00 AM | General
Student-athletes across current and incoming member universities were provided the first opportunity to introduce the new mark
FORT COLLINS, Colo. – 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.
Colorado State fans can get the first official merchandise with the new logo here.
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.
