"It's hard enough to please the general public with a new logo, but impressing sports fans is a whole other battle, as evidenced by the heated response to Texas Tech's new logo. Unveiling a collection of new logos and emblems, the university claims its new look is simply the work of modernisation, while some fans think it's a disappointing downgrade."
"A stripped-back rendition of its 3D varsity style logo, the new Texas Tech logo features two overlapping 'Ts', depicted in a powerful red. The new logo features a flat design in a red, white and black colour palette, expanding the identity while simplifying the classic design. "As part of our future brand identity, the iconic Double T not only gets a modern twist that features proportional design elements, but updated colorway options for maximum versatility," the university explained via X."
"Despite its explanation, fans were unconvinced by the "modern twist", with many feeling the design had been oversimplified. "The new logo looks dull & naked, like it got stripped of its personality," a fan on X wrote. "That logo is like buying a base model Sedan with no window tint and no power windows," another chimed in, while one fan claimed it was "Worse than the Cracker Barrel rebrand.""
Texas Tech updated its iconic Double T into a stripped-back, flat design that emphasizes proportional elements. The refreshed identity presents two overlapping 'Ts' in a red, white and black colour palette. The redesign simplifies the previous 3D varsity style and offers updated colorway options for versatility. The university framed the change as a modern twist aligned with future brand identity. Many fans reacted negatively, describing the logo as dull, stripped of personality, and an oversimplification. Fan criticisms compared the redesign to a base-model car and called it worse than a Cracker Barrel rebrand. Logo evolution in sports often clashes with heritage-driven fan attachments.
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