Big Ten Redesign

The Big Ten (Big 12?) recently redesigned its logo after adding Nebraska to the 11 teams that were already in the Big Ten: Michigan, Wisconsin, Iowa, Indiana, Ohio State, Michigan State, Illinois, Minnesota, Northwestern, Purdue, and Penn State.

What I like about the new logo is that it included '10' hidden within 'BIG', similar to how '11' used to be hidden in the old logo. However, having the 'TEN' written below is almost redundant. With the '10' already hidden within 'BIG,' why would you write it out again below? It would make more sense if they cut out the bottom half, as is illustrated to the left.

This is a solid logo redesign, especially since the previous one was made irrelevant with the addition of the 12th team. The big, bold lettering will easily be transferable across multiple mediums and provides a simple brand element.

Now, if only they could have hidden '12' instead of '10' I'd be more impressed..