The boxy new Nintendo 64-esque logo is fine but not a huge improvement. The league's new "This is our Time" slogan is generic and ill-timed. And the video below introducing the conference's new look follows in the footsteps of the Big Ten's "Leaders" and "Legends" divisions with its over-the-top pretentiousness.
"We expect to win," the gravelly voiced narrator says with no hint of irony. "And when we do we act like we've been there before because we have. Like the man says, it ain't bragging if you can do it."
The rebranding campaign comes at a time when the Mountain West felt it needed a new identity after a spate of membership changes this year and next.
The league is coming off a year in which it produced a Rose Bowl champ and two Sweet 16 teams, yet it is still seeking stability after losing Utah to the Pac-12, TCU to the Big East and BYU to the ranks of the independents. Plucking Boise State, Fresno State, Hawaii and Nevada from the WAC will definitely keep the Mountain West afloat, but the league is weaker in both football and basketball now as a result of those departures.
Perhaps that's why the "This is our Time" slogan feels so ill-conceived. Critics take enough pot shots at the Mountain West without the league providing a ready-made punchline.