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Mountain West getting entirely too serious about itself

Jun 6, 2011, 4:45 PM EDT

MWClogo1

The Mountain West is serious about being taken seriously.

So much so, it’s got a new logo, a new slogan and a new video featuring a voiceover from one of the guys who does all those Miller Lite commercials. (Or someone in the John Facenda vein.)

Hey, it’s all part of trying to play ball with the BCS conferences. You want to be taken seriously, you get yourself a new logo – complete with its own nickname, “The Rock” – and a tagline, “This is our time.”

So sit back, relax and soak in the seriousness.

It’s just too bad the conference didn’t seriously consider a new logo, slogan, etc.  The logo’s hopelessly retro and the tagline’s cheesy. And the video? Yeah. Sorry about asking you to watch it.

But hey, the MWC brass are excited about everything.

“Our fans were right in noting that our evolving membership and geography reflect both ‘Mountain’ and ‘West’ equally,” Commissioner Craig Thompson said in a release. “The logo is bold, strong and balanced just like our league. We like the fact that it’s instantly recognizable to fans on either side of the playing field.”

“There’s never been a more exciting time to be a part of the Mountain West,” Gould noted. “The success our member institutions have enjoyed both athletically and academically and the positive new membership changes on the horizon means we’ve never been more united. We’re proud to state ‘This is our time’ because we believe our future is unquestionably bright.”

The conference kept it all under wraps for months, leading up to today’s unveiling. Gotta side with Jeremy Mauss – what was the fuss about?

Especially when it all cost $250,000.

You also can follow me on Twitter @MikeMillerNBC.

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