The Pac 10 has a new commissioner and one of his priorities is to push the brand and try to move the needle a bit regarding the general public's view of the league. Sixty percent of the TVs in the country are in the Central or Eastern Time Zones. The games out west generally start 2 or 3 hours later than here and the football is just not viewed with the same regard as in the SEC, the Big 10 or the Big 12, with the probable exception of USC.
One of the steps in changing the image is, well, new images. Hence the blue and white shield shown.
There are a number of things I like about this: the colors for one. I like the mountain in the center and the suggestion of the wave right below, portraying the variety and scope found in the conference's footprint. And I like the overall shield concept.
What I don't care for is the conflicting fonts. At least they appear to conflict to me. The PAC is just about stylized as far as it can be without looking bad all by itself. What is clear is that the 10 will become a 12 when Colorado and Utah join the league in the near future.