Pac-12 Releases New Primary Mark Ahead of 2026-27 Season

The Pac-12 Conference has released an updated primary mark and logo as the starting point of the new league's brand identity. The mark was soft-launched across current and incoming Pac-12 member universities over the weekend. Full brand identity guidelines will be announced ahead of the 2026-27 season launch this summer. Lincoln Design Co., a Pacific Northwest-based brand design agency, served as the design agency on the primary mark.

The new Pac-12 is truly where tradition meets transformation, says Teresa Gould, Commissioner, Pac-12 Conference. 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.

Logo Design Elements

The Shield / No Boundary - Edgeless by design

The Upward A / The Way - Direction chosen. Commitment made.

The Icon / Student-Athlete Centered - Represents student-athletes as central to the league's identity

The Electric A / Superhero Energy - Power comes from within

The Open Delta / The Vector - Transformation without boundary

The Bold Strokes / The Standard - Aggressive. Modern. Unapologetic.

The Topography / The Foundation - More than 110 years of history

The Cresting Wave / The Force - Unrepeatable. Never ending.

The Structure of Twelve / The Promise - Twelve marks to denote the league's eras, with room for more

Rollout

Student-athletes across all nine campuses received special-edition t-shirts featuring the new logo, a student-athlete-edition patch, and all nine current and incoming member universities listed along the spine.

LINK:	https://www.sportsvideo.org/2026/04/28/pac-12-releases-new-primary-mar...
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