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Another look at the new Big 12 logo

As a dude who works with graphics, I can always appreciate good design. So I was curious once the Big 12 made it Facebook official and rolled out its new logo today.

Once West Virginia posted its own versions on the social media, I took a long, hard look at the image.

There was something standing out in the gold and blue version of the logo that I wasn't catching in the conference version I'd been looking at for the past few months.

Was there something I was missing?

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Then there they were — two, no, three, oh, four arrows leading into the "X" in the XII.

But why?

Well, maybe it's because there are all of ten teams in this Big 12 Conference.

(Maybe it also means they're serious about not expanding beyond ten schools any time soon.)

Not unlike the old Big Ten logo, which hid an "11" in the white space between the letters for its then-11 member institutions, perhaps our friends in Irving took their cue to just point out that, "Yeah, we know how many schools we have."

(They may have also borrowed a page from FedEx, which hid its own arrow in the logo.)

While it took a while to get used to losing the classic lines of the old design, I think I've come around to the new one. It's bold, bright and easily recognizable at a distance. And maybe, just maybe, it has hidden meanings to it as well.

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