The Cotton Bowl has a new sponsor and therefore a new logo, unveiled late last week.

Goodyear is in, AT&T is out. Despite the change in sponsorship the game will continue to be played at AT&T Stadium in Arlington, Texas – AT&T pulling out of the game name sponsorship reportedly because they already own the naming rights and considered that fairly redundant.

The logo was designed by the team at Dallas-based Torch Creative who began work on the new logo in August after being approached by the Cotton Bowl people when they learned of the change in title sponsor.

Twelve initial concepts were created, eventually narrowed down to three before the Cotton Bowl people made their selection.

Vintage Goodyear signage was used as the inspiration behind the shape of the shield containing the logo eventually chosen. The Cotton Bowl mark at the bottom of the logo is placed inside a design meant to resemble a Goodyear tire, complete with the style of lettering found on the side of their tires.

The top of AT&T Stadium, the host stadium, is seen at the top of the logo.

This new mark replaces the fairly bland mark used last year during the AT&T years, a clear upgrade: