Tech Athletics introduces modernized Double T, additional marks
October 07, 2025 | Baseball, Cross Country, Football, General, Men's Basketball, Men's Golf, Men's Tennis, Softball, Women's Basketball, Women's Golf, Women's Soccer, Women's Tennis, Women's Volleyball, Track and Field
The new modernized Double T logo will adorn all athletics uniforms beginning with the 2026-27 academic year
LUBBOCK, Texas – Texas Tech Athletics introduced Tuesday a new suite of athletics-specific marks, including a modernized Double T logo that will adorn all athletics uniforms beginning with the 2026-27 academic year and will represent the athletics brand for years to come.
The modernized Double T logo already appears in the newly-opened Dustin R. Womble Football Center, on its outdoor turf practice field as well as part of the new United Supermarkets Arena court design. It will be gradually installed in Texas Tech's athletic facilities and across athletics department branding over the coming months before a full launch in the spring of 2026. The clean, flat design of the new Double T logo combines many of the traditional aspects of the Texas Tech's primary mark with a modernized twist that features proportional design elements and updated colorways.
"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 athletics department's efforts to modernize the Double T were launched following a brand audit executed by LDWW, an award-winning marketing, communications and creative agency in the Dallas-Fort Worth metroplex. As part of its audit, LDWW conducted a series of focus groups and surveys in 2024 of hundreds of Texas Tech supporters, including numerous donors and season ticket holders, members of the Texas Tech University System Board of Regents, student-athletes and coaches.
LDWW's work coincided with Texas Tech beginning a new 10-year agreement with adidas as its official footwear, uniform, apparel and accessory partner in July 2024. Through discussions early in the partnership and insights provided by the audit, adidas took the lead in the design and development of the new Double T logo and accompanying wordmarks, creating three specialized fonts in the process named "Pumpjack," "Techsans" and "Matador" that are influenced by Texas Tech's first football teams, its West Texas culture as well as its most recognizable alumnus in Patrick Mahomes II and his own personal "Gladiator" brand.
In addition to adidas, Texas Tech Athletics also partnered with Torch Creative, a leading branding agency with clients ranging from the NBA, NHL and across college athletics, to develop new secondary marks and Raider Red caricatures. The new athletics secondary mark will be another callback to its past with a rearing Masked Rider, a logo beloved by many supporters for its portrayal of Texas Tech's iconic mascot.
The rearing Masked Rider can also be paired with the modernized Double T to form one of Texas Tech's two new tertiary marks. The Masker Rider and Double T logo is already a centerpiece of the Womble Football Center, greeting the Red Raiders daily as they move from the first floor to the Patrick Mahomes Walkthrough Room and nearby team meeting spaces. Texas Tech Athletics will also use a revised state of Texas logo as its other tertiary mark, utilizing the outline of the Lone Star State with the modernized Double T overlayed in various color options.
Torch Creative is also in the process of designing a new collection of sport-specific Raider Red caricatures, giving the beloved mascot a refreshed look while honoring his place in Texas Tech tradition. The caricatures will feature Raider Red participating in each sport Texas Tech sponsors, showcasing the mascot carrying the football, dribbling the basketball or swinging a golf club. Each sport-specific caricature was crafted with input from Texas Tech's spirit squads and athletics department staff to maintain the historical significance and appearance of Raider Red.
Texas Tech Athletics is in the process of developing an updated branding and style guide that will be introduced next spring alongside the rollout of its new marks. The guide is being compiled with input from adidas, Torch Creative, LDWW and the Collegiate Licensing Company (CLC), which manages the licensing program for Texas Tech Athletics as a division of Learfield. When finalized in the coming months, it will provide a comprehensive framework to ensure consistent use of the new athletics identity across all applications.
In partnership with adidas and Texas Tech retailers, the first products featuring the new athletics and spirit marks will be available beginning in April 2026 when adidas launches an exclusive first release collection. This limited debut marks the very first opportunity for fans to own merchandise with the new identity. Beginning in May 2026, the full suite of new athletics and spirit marks will be available across all licensees and retailers, as well as for approved co-branded opportunities.
The new suite of athletics and spirit marks, including the modernized Double T, will be utilized strictly by the athletics department as part of its rebranding effort. Individual colleges and offices across the university will continue to use the beveled, three-dimensional Double T as part of the campus brand identity.
Classic and clean.
— Texas Tech Red Raiders (@TechAthletics) October 7, 2025
Welcome to the new look of Texas Tech Athletics, coming in 2026. pic.twitter.com/LRtIiG066c