New logo for Texas Tech

I’ll admit it, before watching Landman on Paramount, I wasn’t familiar with Texas Tech.

But Cooper’s constant TT cap caught my eye, and naturally, I had to look it up.

Image credit: Paramount

And, as luck would have it, the university has just unveiled a new logo.

It definitely follows the global trend of simplification as you can see. But for me, it may have crossed that fine line between modernised and over-simplified.

Image credit: Texas Tech

Texas Tech has introduced a full suite of refreshed athletics marks, with the new Double T leading the charge from the 2026–27 season onwards. It’s a flat, red and white evolution of their longstanding 3D, bevelled logo – something many fans feel incredibly attached to. And that’s the thing: in sports branding, heritage isn’t just visual, it’s emotional.

When you strip something back, you risk stripping away the character people connected with. The university describes the move as a digital-first (as everyone seems to now), proportionally refined, more versatile identity. New typefaces, modernised secondary marks, a reimagined Masked Rider, and updated Texas-outline emblems all create a broad, flexible toolkit.

But as with any major sports rebrand, the reaction has been mixed. Some fans welcome the clean, retro feel. Others think it’s too plain, too safe, too 'base model sedan' was one comment. It’s a reminder that simplifying a logo isn’t automatically the right decision, context, audience and heritage matter just as much as form.

There’s no doubt the new Texas Tech identity is well-constructed and strategically thought through. The question is whether the design evolution retains enough of the grit and personality that made the original Double T iconic.

For me? It’s a solid execution… just perhaps simplified one step too far.