As a Big 10 fan and a graphic designer, I am to say the least, disappointed.
This is an epic fail (sorry to use one of the most used phrases of 2010.) This is right up there with the redesign of the GAP logo this past year and the Tropicana blunder of 2008. Was Pentagram too busy to take the time to research what the Big 10 stands for? Or was it a case of the client (the Big 10) having too much control of the project?