When it's something as significant as a secondary logo for your entire athletic department -- something that will be used on athletics wear, media, clothing, etc and that will be consumed by recruits, players, fans, alumni and therefore makes a significant imprint in your entire brand identity -- I'd hope they'd have acquired the services of a proven talent and focus-grouped it.
Instead they try to go cheap, get cute with the reveal, and release it to a huge thud. To roll it out on ESPN in a game in which we played lots of ugly football was the turd cherry.
Everything about this just screams of half-assed tomfoolery of a program chronically playing catch-up both within its own state and its athletic conference.
The idea of a Cyclone-themed secondary mark? Awesome; lots of us have been shouting that it needed to happen. The execution? Self-fulfilling little brother prophecy.
HOW could they have botched this so badly?