PAC-12
PROJECT OVERVIEW
For the next chapter of the Pac-12, Lincoln was tasked with evolving an iconic mark while creating a foundation for the league’s future. We explored the heritage, energy, and identity of the West to develop a bold, boundaryless symbol built around ideas of transformation, movement, and the student-athletes at its core. The result is a modern expression of the Pac-12 that honors more than a century of tradition while creating space for whatever comes next.
Services Rendered
- Art Direction
- Branding
- Graphic Design
- Animation
- Style Guide
BRANDING
Our process started with sketches and rough concepting and more than 100 explorations across shield, symbol, and typography combinations, testing just how far we could evolve the mark while keeping its heritage intact. We looked closely at the visual language built over more than a century, balancing familiar elements with a more modern, open expression that could carry the Pac-12 into its next chapter. Through rounds of refinement, we landed on a system that feels unmistakably Pac-12 while creating a new visual foundation for what comes next.
