The Pac-10 is doing its best to recover from the stiff-arm Texas gave it about a month ago. Commissioner Larry Scott is thinking big and focused on branding. Yes, branding. (Nike resides in this ...

The Portland graphic design firm creates a logo that reflects the league's new position as an innovator. ... Mutt becomes champion with Pac-10 logo design . Updated: Aug. 01, 2010, 2:59 a.m.

That’s right, after months of frenzied negotiation and reckless speculation, the Pac-10 Conference is now the Pac-12. Of course, Utah and Colorado aren’t the only additions to the conference.

In June, it seemed as if Scott nearly turned the Pac-10 into the Pac-16 — and in the process nearly killed the Big 12 Conference. But Texas, Oklahoma and three other Big 12 schools decided to ...

But while the teams and number may have changed, the logo basically remained the exact same. All they did was change the zero to a two. No one ever said that the Pac 12 was full of creative geniuses.

When Hansen retired, the presidents of the Pac-10 schools saw an opportunity to evolve. They decided on a commissioner who would embrace change and take the storied conference in a new direction.

About a year ago, when Larry Scott took over as commissioner of the Pacific 10 Conference, he quickly discovered the numbers didn’t add up. Pac-10 schools consistently led the country in ...

The Pac-10 dressed-up its preseason gathering but the league has a lot more work ahead to improved its tarnished image.