Texas Tech Athletics Introduces Minor Re-brand to Iconic Double T

The updated Double T, which already appears inside the newly opened Dustin R. Womble Football Center and on the new United Supermarkets Arena court design, represents the latest evolution of one of college athletics’ most recognizable logos. The flat, modernized design incorporates proportional updates and refined colorways while preserving the tradition of Texas Tech’s historic brand.

“The Double T represents one of the most recognizable logos in all of collegiate athletics and a point of pride for all Red Raiders,” Director of Athletics Kirby Hocutt said. “As we celebrate Homecoming this weekend and welcome back thousands of alumni to campus, this is the perfect opportunity to unveil our new branding that will resonate with our history and define Texas Tech Athletics for future generations of Red Raiders. This multi-year project will propel our athletics brand further into this new era of college athletics where Texas Tech will continue to lead at a national level.”

The rebrand follows a comprehensive audit conducted by LDWW, a Dallas-Fort Worth-based marketing and creative agency. LDWW gathered input in 2024 from hundreds of Texas Tech stakeholders, including donors, fans, student-athletes, and coaches.

The project coincides with the university’s 10-year partnership with adidas, which began in July 2024. Adidas led the creative design of the new Double T and wordmarks and developed three exclusive typefaces — “Pumpjack,” “Techsans,” and “Matador” — inspired by Texas Tech’s early football teams, West Texas heritage, and alumnus Patrick Mahomes II and his personal “Gladiator” brand.

Texas Tech also partnered with Torch Creative, a leading design agency that has produced work for the NBA and NHL, to create new secondary and tertiary marks. Among these are a reimagined Masked Rider logo and a state of Texas mark featuring the modernized Double T.

Torch Creative is also designing new sport-specific Raider Red caricatures, which will depict the iconic mascot participating in each of Texas Tech’s varsity sports. Each design was developed in collaboration with the university’s spirit squads and athletics staff.

A comprehensive branding and style guide, developed with adidas, Torch Creative, LDWW, and the Collegiate Licensing Company (CLC), will debut in spring 2026. The guide will provide standards for consistent use of the new marks across digital and physical applications.

Fans will get their first opportunity to purchase merchandise featuring the new identity in April 2026, when adidas launches an exclusive first-release collection. A full rollout of new athletics and spirit mark products is planned for May 2026 across all retail partners.

The modernized Double T will be used exclusively by Texas Tech Athletics, while the beveled three-dimensional Double T will remain the official academic and campus logo for the university.