BIG10 Tournament

How do you take one of college sports' most recognizable identities and give it a fresh perspective? For the Big Ten Men's and Women's Basketball Tournaments, I reimagined the conference's visual identity by transforming the familiar geometry of a basketball into a bold, dimensional symbol. Using intersecting ribbons of black, blue, and white, I created a dynamic mark that captures the movement, energy, and competitive spirit of basketball while complementing the iconic B1G wordmark.

The challenge was to create something distinctive enough to stand on its own while remaining connected to the Big Ten's established identity. By deconstructing the traditional basketball into a series of interwoven forms, I developed a versatile visual element that could translate across tournament environments, court graphics, signage, and promotional materials for both the men's and women's competitions. The result is a fresh expression of a familiar sport, proving that sometimes the most interesting way to move a brand forward is to look at something everyone recognizes from an entirely different angle.