Overview

• Texas Tech released the Flat Double T and a slate of refreshed secondary marks on Oct. 7, with adoption planned to begin now and complete in spring 2026.
• The change replaces the long-used beveled 3D Double T with a cleaner red-and-white mark that echoes earlier-era school branding.
• Athletics officials say the new identity will be installed in stages across facilities, uniforms and digital platforms ahead of the full launch.
• The university credited a formal brand audit with LDWW and Adidas; separate reports say Adidas developed three custom typefaces—Pumpjack, Techsans and Matador—for the system.
• Initial reaction on social media is mixed, with critiques of a plainer look and praise for the retro return, and some fans predict strong merchandise demand.