Pac-12 is entering a new stage with an updated logo. The primary mark was introduced on April 27, 2026, ahead of the 2026-27 season. By that time, the conference was preparing for a new membership lineup and a broader brand system. The mark was developed by Lincoln Design Co., based in the Pacific Northwest.
The foundation remained familiar. The emblem kept the shield, wave, topographic motif, and the number 12. The presentation became tougher and denser. The outer frame was removed, the contours became sharper, and the letters received heavier lines. The previous mark recalled a classic NCAA emblem. The new one feels closer to sports broadcasts, digital environments, and leagues with a strong screen presence.
The main focus shifted to the letter “A.” In the new version, it resembles an upward arrow and serves as a restart indicator. In the brand materials, it is called the upward “A.” The open delta adds the image of open change. At the same time, the boundaryless shield removes the feeling of a closed frame around the conference.
The number 12 stayed in the logo, although the new launch is connected with nine members. The lineup includes Oregon State, Washington State, Colorado State, Boise State, Fresno State, San Diego State, Utah State, Texas State, and Gonzaga. For Pac-12, the number 12 remains part of the name, the league’s memory, and room for growth. In the new emblem, it is built in more tightly and reads as part of the shield.
The identity is described by the formula “tradition meets transformation.” The topography refers to the American West; the wave supports the regional image; the heavy strokes add athletic strength; and the twelve-part structure preserves the connection to the Pac-12 name. The role of the student-athlete-centered icon is also emphasized. The mark is tied to athletes and teams.
The launch began through current and incoming member universities. Student-athletes from nine campuses received special-edition T-shirts with the new logo, a student-athlete edition patch, and a list of universities on the back. The conference showed who the next stage is being built around.
Pac-12 plans to present the full brand identity guidelines in summer 2026. For now, the primary mark works as the first public symbol of the restart. It brings together the familiar shield, wave, Western topography, the number 12, and the rising “A.” The result is a sharper sports mark for the league’s new version.