Texas Tech Football Announces Major On-Field Change in 2026

According to Texas Tech Athletics, the new, modernized Double T logo will begin appearing on all athletic uniforms in the 2026–27 school year. The announcement is more than cosmetic. It marks a strategic branding shift intended to unify the athletic identity and push the program further on a national stage.

Athletic Director Kirby Hocutt spoke during the reveal, calling the Double T one of the most recognizable logos in collegiate athletics and a point of pride for every Red Raider. “As we celebrate Homecoming, this is the perfect opportunity to unveil our new branding that will resonate with our history and define Texas Tech Athletics for future generations,” Hocutt said. He framed it as a multi‑year project that will fuel Tech’s momentum in a shifting college athletics landscape.

The new logo eliminates the beveling and extrusions that have characterized the mark in recent decades, opting for a cleaner, flatter look. Design firms and branding partners, including adidas, Torch Creative, and LDWW, contributed to the redesign, which integrates proportional geometry and updated colorways while preserving the key hallmarks of the traditional mark.

Importantly, Texas Tech isn’t abandoning the old mark wholesale. The beveled, three‑dimensional Double T will remain part of the university’s broader campus branding, while the athletics department transitions into the new identity. The new mark already graces the outdoor turf at the Womble Football Center and the court at United Supermarkets Arena, gradually making its way into athletics infrastructure ahead of the full 2026 launch.

Reactions from fans and design observers have been mixed, with some lamenting the loss of depth and others praising the modern minimalism. But regardless of where opinions land, this branding pivot will be a central symbol for Texas Tech’s next chapter, a visual signal that the Red Raiders are looking ahead while still tethered to tradition.