The Mountain West Conference unveiled a new logo today. I’ve seen it compared to Nintendo 64, White Castle, and the BBC show Dr. Who. No mentions of anything sports or conference-related, though, and for good reason. It doesn’t look like a sports conference logo. Not that that’s necessarily the worst thing in the world. The Big Ten may have changed the direction of conference logos.
Much like the Big Ten logo, however, this is a decent idea executed poorly. My first thought before reading anything was that it looked like a castle. With the letters “M” and “W” being mirror images of each other, something really cool could have been done similar to this, but this wasn’t it. And when your conference name has “Mountain” in it, you would think that would remain part of the identity. Especially when “M” and “W” have sharp points to them, like mountains.
The old logo wasn’t much to start from. but it did have mountains. And I don’t like the switch to gray being predominant over white. At least not if the gray is that dark. It’s pretty dull with the purple. And the mark is much stronger than the type on the full version, which is weak at best.
If this logo was for a manufacturing or construction company instead of a sports conference, it wouldn’t be so bad (as long as it had different colors). And if it was 15 years ago, it wouldn’t be so bad. As is, it’s a dated-looking logo that seems like it will be hard to implement well on fields and jerseys. But don’t just take my word for it. What do you think?