Many were disappointed as the new Big Ten logo was unveiled by the conference today.

The new logo, designed by the firm Pentagram, features a blue and white block letter design with the numbers 1 and 0 hidden inside the words.

Although the design has brought on much criticism, designers Michael Beirut and Michael Gericke from the firm continue to defend it. Both claim it to be not only contemporary but also clever.

Commissioner Jim Delany also defended the design calling it fun. He is certain that with time it will grow on those who oppose it.

The public does not agree. The general consensus is that the design lacks the professional touch that is expected of the Big Ten conference. Some have even equated it with a middle school level of design.