Jump to content


  • Posts

  • Joined

  • Last visited

Posts posted by Joe

  1. 4 minutes ago, leopard88 said:


    Salt Lake -- I like this all the way around, even if the colors don't scream "Utah".  Honolulu Blue and Silver don't scream "Detroit".


    San Diego -- Fleet is a terrible name.  I know the US Navy uses the term "Fleet", but Armada has a better ring to it if you want to describe a group of ships (and, yes, I know it is the name of Jacksonville's NASL team) . . . or maybe Sqaudron (which is the term used by the US Navy to identify a group of vessels that is part of a fleet).  That said, Destroyers is better than all three names, but it was already the name of a UFL team.


    Arizona -- I like the colors in a vacuum, but I've never associated green and orange with firefighters.  The name is also pretty bad, but Flames and Fire almost seem too obvious.


    San Antonio -- I really like the logo.  Commanders isn't a bad name, but Defenders was almost a no-brainer choice if they wanted to make a reference to the Alamo.


    The colors of the Arizona team are inspired by the actual uniforms worn by the Hotshots of the US Forest Service. Yellow shirts and dark green pants.

  2. I can appreciate your perspective C-Squared, but I would disagree with the premise. Less complex, uncluttered logos may one day feel like a trend of sports design in the twenty-teens, who knows, but simple, icon based, letter driven logos have endured at all levels of sport. I believe that visual brand identity, in any capacity, should not only reflect it's respective subject in the here and now, but also be aspirational for the future. Sports design of the 90's and early 2000's tried to tell the whole story, on the surface without anything left to the interpretation of the viewer. Because of that, designers should resist the temptation of trend, or design for a specific shelf life, and maintain a long view. As the famous logo designer Michael Beirut has said, "no logo is timeless the first time you see it", and time will tell at JU.


    What's more is that simple design is far more difficult to get right. There's a challenge in building with less and when the pieces fall into place and you find it, the results are magic.


    Anyway, thanks for your thoughts and perspective, I can always respect a dissenting view when well though and well presented. 

  3. 15 hours ago, DeFrank said:

    My soon-to-be alma mater, Colgate, has a pretty interesting "lost logo" situation. Our current athletic branding is just awful in my opinion. Way too many outlines. Is the mascot a pirate? A zombie? Paul Revere? Nobody knows. He's got red eyes and grey skin. Good news is most students and teams just stick to basics which work really well for a small liberal arts university with a very traditionally collegiate aesthetic


    Anyway, I asked our now-outgoing AD about the origin of the athletic branding a couple years ago, and she told me there there was this whole design put together that was scrapped just before unveil in the early 2000s. I emailed the guy who she said designed it, and here's what he had to say:


    "I can’t recall the exact date, but we were hired by Colgate to a comprehensive redesign of their athletic identity in the early 2000’s. At that time Mark Murphy was the Athletic Director (former Washington Redskin and current president of the Green Bay Packers). As we were near completion Mark moved on to become Athletic Director at Northwestern and the sudden change in leadership caused our project to meet an untimely demise. The project was essentially “in the can", so yes, there is a complete Colgate athletic identity that never saw the light of day. It’s a shame, because I thought it was pretty good, not something that we would do today, but good for the era in which it was created."


    All of this is especially interesting in light of the fact that Colgate transitioned from being known as the "Red Raiders" to the "Raiders" and lost all Native American imagery in about 2002. You could probably count most of the old logos from the "Red Raider" era as lost anyway. They're very hard to find. This torch logo is definitely not from the current brand, which while terrible is very consistent in its colors and marks. But the "flames" match somewhat to the current athletic torch.


    The "lost identity" guy said if I was ever driving through the area to come by and check them out in person. I think I'll have to sometime.


    I happend to be "the guy" that did the long lost Colgate logo. I didn't expect a friendly phone conversation to end up on the internets, but hey, I guess that's the world we live in.


    Sports logos are defined by fashion, what's great today (I guarantee you) will be perceived very differently in the future. It's the cycle of things. I have created hundreds of sports identities, at every level and I'd sign my name to every single one of them. However, I would do all of them differently today, time and context matter.

  • Create New...

Important Information

By using this site, you agree to our Terms of Use.