Three Time Zones Away, Fiercely Competitive Nevertheless

Pac-10’s commissioner, Larry Scott, is out to re-vamp and re-brand the conference and put it on every sports fans’ radar.
To forge a new and unique identity for the conference, Pac-10 approached Portland Oregon’s Mutt Industries – among other firms.
Mutt designed the logo to capture the powerful landscapes that set the West Coast apart and to represent the strength of the league.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I think it’s sharp. Quite amazing how long that kitsch old one logo hung around. A couple of years back they made some subtle tweaks, but it still looks like it belonged in 1985.
    Love that the design is color agnostic as is demonstrated in the range of team palettes.