Texas Tech rolls out new athletics identity with redesigned Double T logo

Texas Tech Athletics announced Tuesday a bold new chapter in its visual identity with the introduction of a modernized Double T logo, part of a sweeping rebrand that will define Red Raider athletics for years to come. The updated mark will appear on all athletic uniforms starting in the 2026–27 academic year and is already featured prominently in the recently opened Dustin R. Womble Football Center.

The clean, flat design of the new Double T blends the familiar tradition of Texas Tech’s iconic logo with modernized proportions and refreshed colorways. Over the next year and a half, the university plans to gradually integrate the new marks across athletic facilities, uniforms, and branding materials ahead of an official launch in spring 2026.

“The Double T represents one of the most recognizable logos in all of collegiate athletics and a point of pride for all Red Raiders,” said Director of Athletics Kirby Hocutt. “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.”

The rebranding effort follows a comprehensive brand audit conducted by Dallas-based agency LDWW, which gathered feedback from donors, season ticket holders, student-athletes, coaches, and university leaders in 2024. Insights from that process, combined with Texas Tech’s new 10-year partnership with adidas, guided the redesign of the Double T and the creation of a suite of new wordmarks and custom fonts—named “Pumpjack,” “Techsans,” and “Matador.” Each font draws from elements of the university’s heritage and West Texas culture, as well as inspiration from alumnus and NFL star Patrick Mahomes II.

Torch Creative, a design firm with experience across the NBA, NHL, and college sports, collaborated with adidas and LDWW to expand Texas Tech’s athletics brand with new secondary and tertiary marks. Among them is a modern take on the rearing Masked Rider logo, a favorite among fans, which can also be paired with the updated Double T. A revised state of Texas outline featuring the new Double T will serve as another tertiary mark.

Torch Creative is also developing a refreshed set of sport-specific Raider Red caricatures, featuring the beloved mascot engaging in various athletic activities such as running, dribbling, or swinging a golf club. Each design was created in consultation with Texas Tech’s spirit squads and athletics staff to preserve Raider Red’s signature look.

An updated athletics branding and style guide—crafted with input from adidas, LDWW, Torch Creative, and the Collegiate Licensing Company—is expected to debut in spring 2026. The guide will standardize the use of all new marks and provide a consistent framework for Texas Tech’s visual identity moving forward.

Fans eager to sport the new look won’t have to wait long. In partnership with adidas, Texas Tech will release an exclusive first collection of merchandise featuring the updated Double T and accompanying marks in April 2026. A full retail rollout will follow in May 2026.

The rebrand applies specifically to Texas Tech Athletics. The rest of the university will continue to use the traditional beveled, three-dimensional Double T as part of its academic and institutional branding.

With this modernization, Texas Tech aims to honor its storied past while propelling the Red Raiders’ brand into a new era of national prominence.