Months before Colorado and Utah officially join its ranks, the Pac-12 reinvented itself today with a social-media blitz built around a new logo and "The Countdown is Over" video. That's hip. That's modern.

"We wanted to do something creative that allowed some of our student-athletes and fans to give the new logo life. We also wanted to reflect the enthusiasm that all of our institutions have for the Pac-12 becoming a reality this summer," chief marketing officer Danette Leighton said.

On the plus side, they gave a Washington State fattie some face time. Which was nice.

Pac-12 releases logo on social media with video [USA Today]

Newly Formed Pac-12 Conference Claims Cybersquatting On 5-Year-Old Domain [TechDirt]

(H/T Operating Thetan VII)