Let me preface this post with the fact that sports and general sports knowledge is not my strong suit, but when my very sports knowledgeable boss mentioned this to me, I decided it needed a post.
This is probably not news to you (although it was to me) that the Big Ten is not, in fact, ten teams. It is actually a group of eleven teams—mind blowing, I know. The Big Ten didn't want to lose equity in it's name when they became eleven teams, but also (probably) thought it was inappropriate to suggest that there were only ten teams, so a designer simply fixed the logo to show an eleven in the negative space. Pretty cool.
Here's the rub though (and where my sports knowledge is lacking). For some reason or another (someone can comment and fill me in on the details), the Big Ten is going to be adding even more teams. Maybe up to twelve—or maybe significantly more than that. They still have the problem of the Big Ten name containing all the equity, but soon they won't have anywhere close to ten teams. So what do you do about the logo? That chic little negative space trick isn't going to work anymore, but they can't keep the logo as is either. Now it's kind of expected that they reference the true number of teams in the conference. What's a designer to do? Check out this blog for some ideas.