MDGP

It looks like another logo redesign is up for the Lindenwood Lions, so only one team again today. This is another school you might ask, "who even is Lindenwood?" Thankfully, I have all the information you need. Lindenwood is a school in Missouri and I know a guy who won a national championship in Rugby. The women's team is also in the CHA. Sorry if you were looking for any useful information. Being a PSU alum, I've spent a good amount of time looking at the Lindenwood logo on the banner at Pegula Ice Arena (Penn State women's hockey also plays in the CHA). I've always known it was an overly cartoony and pretty poorly rendered logo (look at that hair!), but it wasn't until I worked on this project until I realized the logo is an absolute mess (specifically, look at the eyes zoomed in). I legitimately thought the vector file I downloaded was screwed up, but I've confirmed this is actually how the logo is designed. This is one of those logos in which I wanted to update the overall design but take influence from the original logo. In order to do this, I took the lion's elvis hair mane on the original logo and made an updated flowing mane, with the gold hair lines thicker, better reflecting the actual color of a lion mane. I also tried to keep the general shape the same. Otherwise, I don't think there's much else to discuss that isn't obvious. Overall, it's meant to be a cleaner, more simplified render of a lion logo. The secondary logo is inspired by the current LU letter lockup but with a drop shadow added. This drop shadow is a major part of the theme of the jerseys, with all letters and numbers (aside from the name on back) featuring the drop shadow. The stripes take inspiration from the mane on the new logo as well as the New Orleans Saints' good jerseys. I'm also realizing as I write this that these are extremely similar to the Bruins' centennial jerseys (It's pretty ironic that they're my favorite team and it didn't even cross my mind).

Thanks Griff, that's some high praise coming from you! I'm also a big fan of the jerseys, got those classic Winnipeg Jets vibes. It's really too bad LSS has gone away from this look in favor of something so generic.

Only one team today, the boys out of Sault St. Marie (the one across from the one you're thinking of), the Lake Superior State Lakers! If you don't follow NCAA hockey history very closely, you probably don't know about Lake Superior State. From 1988-1994 weren't just good, they were historically good. They won a title in 1988 and from 1992-1994 lost a single game, the 1993 National Championship to the University of Maine, in one of the all-time great NCAA hockey games. They may even be the beneficiary of some patented NCAA rat:censored:ery with a 2019 (pretty dubious) claim that a National Champions plaque was awarded to them despite the loss. They've done nothing of note since their 1994 national championship. Why this story? Well for one it's interesting, but more importantly, it aligns with a philosophy I have: If you were historically good at any point in time, you should probably wear that design or at least something like it. Lake Superior State currently wears "Buffalo Sabres but not as good" jerseys which is probably fitting for a team of its stature. I however, wanted to return their jerseys to their look of glory, which also happens to be a pretty unique look. The Lakers' championship look included shoulder stripes with very wide piping and matching hem stripes. That look is brought back almost exactly, though I did switch from drop shadow numbers to regular block numbers for visibility's sake. However, that logo just isn't salvageable. Much like Bentley's logo, the Lakers' logo falls into the "barely at home in a middle school gym" bin. It's not quirky, it's just boring and ugly. So, I redesigned it. I actually like the anchor iconography, so that stayed as the primary focus. However, I modernized it, giving it new shadowing that depicts a stylized L on the right side of the anchor. I initially thought of an updated 'LAKERS' wordmark across the front, but it just didn't work in execution. In its place, I tied a rope around the anchor, that forms the letter S. This, combined with the L forms a subtle LS letter lockup.

Thanks! I totally agree, I wish there was more college hockey stuff on here too. But I guess that's the price one pays for loving something as niche/hyper-regional as NCAA hockey.

Took me a bit to find it at first too. The stripe being horizontal due to the player squatting threw me off.

Headed back east to Massachusetts today. First up, the Harvard Crimson. For Harvard I wanted to bring back a design based on the team's 1989 National championship. The striping on the home is follows the design of the original, however the shoulders yokes are changed, now featuring a black outline to match the sleeves and name/numbers. The away jersey now includes a white shoulder yoke to match the home jersey. The final change is updating the fonts and logo to the university's new designs. ------------------ For the second team of the day we head west to Worcester for Holy Cross. Remember back during the Reebok Edge era, when several teams broke out awful designs in which shoulder stripes that cut off traditional sleeve stripes? I took the idea of those designs, and rather than cutting off the stripes, I combine them to create a cross design. Though Holy Cross includes black in its design, I wanted to focus more on purple, and included a phantom shoulder design on the road jersey that matches the sleeve striping on the home jersey.

A couple variations on Red and Gold today First, up: The Nine-Time National Champion Denver Pioneers! I'll be straight with you, this was one of the toughest for me to design in a way that felt like it was a legitimate change to the jerseys. Between the late 1950s and early 1970s, Denver was THE dominant team in college hockey, winning five national championships and playing in three more title games between 1958 and 1973. However, in 1977 the NCAA levied unprecedented sanctions on Denver after Denver's refusal to comply with the governing board's extortion policy regarding Canadian Junior Hockey players. This combined with the retirement of their longtime head coach, sent Denver into a spiral that they would not truly emerge from until the 1990s. Following this, Denver was BACK and would go on to win 4 more national titles between 2004 and 2022. During those periods of success, Denver wore the same look. Maroon and gold, with triple sleeve stripes that had the opposite color arrangement as the letters and numbers. When you win 9 championships (tied with Michigan for most all time) in slight variations of one jersey design, that should be your look. In order to make this an actual redesign, I made several changes. First, Denver's more maroon color has become almost cherry red in recent years. I reverted that back to the old look. I also added a triple stripe collar and cuffs to the jerseys. Finally, I took the pretty traditional radial-arched team name and adjusted it, giving it a flatter top and more arched bottom. I also took the radial arch idea and added those to the name on backs. Ultimately, I'd call this a redesign that the average person would never notice, which sometimes is the exact kind of redesign you need. ---------------- Ferris State is a team that exists. Outside of the 2012 season they're pretty irrelevant in D1 hockey, so much so that I thought they played in Minnesota before I did this project (they're from Michigan). From what I've seen, Ferris State's identity recently has switched between a series of red/yellow/black jerseys with Ferris State written in a top arch, flat bottom (see Boston College above for reference) on the chest, and a Clagary Flames jersey with the bulldog logo on the chest. I actually felt like combining the two ideas could make for an interesting and unique look. First, the Ferris State on the chest wordmark prevails however, I decided to arch both words. It's the sort of thing I think looks good but is also unique to Ferris State. Both jerseys feature Red and Yellow as the primary colors. The home includes an alternating, separated triple stripe, while the home jersey takes those tripe stripes and makes each of them yellow. On both jerseys black is used subtly as outlines to the words, numbers, and stripes (think dallas cowboys sleeve stripes, but consistent across the entire jersey). The bulldog logo is then used on the shoulders and shorts. Got a bit traditional this time around, but I promise that one of the team in the next post will push the envelope again.

Starting to fall behind on the posting, time to catch up with a Big Ivy League Special! First up, Cornell. Cornell is the epitome of traditional college jersey. Outside of a few dalliances, the Big Red have worn the same simple single stripe jersey with an arched Cornell across the front for its entire history. However, I needed to come up with something different, so I embraced those dalliances. The base of the jersey is almost identical to the current look, utilizing a single stripe throughout the jersey. However, I altered the front jersey into a new logo based on a few designs from the past, named the 1900-1901 jersey with the letters HC surrounded by a larger C and the early 1970s jerseys with a partial wraparound C. My design uses the full name and frames it with a larger C. Originally there was not an extra C, but the arrangement looked like "Ornell", so I decided to bite the bullet and spell out the full name with the extra C at the frame. A sort of old school style quirk. Ultimately, I realize this would never fly, and honestly it shouldn't, the current look is a classic. But I had fun with this one trying something a bit weird and new. --------- The Dartmouth Big Green also wear a traditional hockey design, but more in the "hey look at this boring green jersey with double stripes" way that doesn't particularly stand out in any way. I decided to fix this by asking myself what if the late 1960s Philadelphia Eagles were a hockey team? Several pairs of double stripes throughout the jersey, and I decided to include the hyper-elusive hockey shoulder stripes as an added bonus. The helmet continues this theme, bringing the football team's iconic helmet design to hockey (note, the design would include the D on the front, I just found it was entirely illegible from this angle, so I left it off for clarity's sake, but it IS there canonically).

As it currently stands, I didn't have any plans for them. I guess I have the opposite take regarding helmet logos and wordmarks, in that I find they're always so small that they're barely noticeable and kind of pointless. That being said, I'm perfectly happy adding them to helmets if people want to see them.

Hey, thanks! Actually, interestingly enough I was going back and forth on this with Bemidji because of the fact that they, from what I've seen, use white and green helmets pretty interchangeably, so I went with a white helmet with the general implication that they could be interchanged with the darker helmet. I actually meant to mention that, so thanks for bringing that to my attention!

Kind of a simple round today. Colgate is home to one of the oldest, but not one of the most successful hockey programs in the country. Outside of a National Championship game appearance in 1990, the Raiders haven't been particularly relevant on the national scene. Colgate hockey's general brand just kinda floats between pretty traditional looks, but my personal favorite is the 1970s maple leafs style design. I decided against the name and number look that they often use in favor of the C'Gate logo on the chest with matching floating outline numbers. As an easter egg, Colgate's other C logo is utilized as the captain's patch on the chest. Finally, the design is capped off with some barber pole style socks. ------------ Colorado College's heyday was in the 1950s with the team appearing in 4 National Championship Games during that stretch, winning in 1950 and 1957. After 1958 the program fell off a cliff, having only 3 winning seasons until 1995, when they returned to their 5th national championship game. The Tigers would then make the NCAA tournament 12 times between 1995 and 2011. They've never been back. CC recently unveiled a phenomenal new logo that takes center stage of this design, which features an angled yellow stripe on a black background. This angle takes inspiration from the shield of the primary logo, itself inspired by the mountain landscape of Colorado Springs. While the Tigers' identity does include white pretty prominently, I actually preferred the all black and gold look on the road, which features slightly larger striping than the home jersey. Finally, I chose against using a C from the CC logo as a captain's patch, as the CC logo was already used on the shoulders, and I felt that 5 different Cs in the same font on the jersey was too much.

Alright, I missed a day, but we're back with two more teams. Lots of yellow today as we first have the Canisius Griffins. Canisius is one of the several yellow at home teams in college hockey. I've always liked this quirk so it sticks around. Recently, the team has worn a road jersey with a white chest stripe outlined in yellow. I like the general idea, but not the color execution, so I decided to flip the yellow and white. This also allows for the stripe to wrap around the entire jersey and maintain white letters. I generally don't like cut-off chest stripes on jerseys, so this was ideal. The hem stripe on both jerseys maintains the top half of the chest/arm/sock stripes as well. For the crest, I've never particularly liked the team's C logo or the roundel. I think it hides the strongest part of the logo behind a bunch of filler. So I used the griffin on its own. Finally, I went back and forth on what to do with the shoulders. Canisius doesn't really have a logo without the griffin, and I didn't want to repeat the same image three times on the jersey. I also found that a shoulder yoke made the jerseys too samey. Ultimately, I decided to just put nothing. I think it makes for a pretty clean look overall. ---------- Our second team are the three-time national runners up, Clarkson Golden Knights. For this jersey I wanted to try something sort of out there. This jersey is inspired by Clarkson University's seal and academic logos, which feature a yellow bend containing three circles. This look is surprisingly ubiquitous in the university's branding and is even featured on the armor of the knight in the logo above. So, I decided to eschew traditional striped for shoulder stripes with the three green circles on the sleeves in a sort of Washington Capitals stars on the sleeves design. Both jerseys feature yellow shoulder stripes and helmets, as Clarkson has historically worn, and finally the jersey features some sock designs that don't match each other, but fit their respective jerseys.

Good call, I initially thought it would be a bit too much, but I do like it better with the B. The update has been made and noted in the above post.

I hope you like Brown, because today's uniforms feature a lot of brown. First Up, the Bowling Green Falcons. Bowling Green has a tendency to flip back and forth between orange and brown. In this case I went with brown, no other reason than I just liked the look I was going for with brown compared to orange. In the past the falcons have worn alternating color double stripes that I've always liked. In order to make the look a bit more unique I added parallel shoulder stripes to the sleeve stripes, creating a sort of framing with the sleeve numbers. I've always liked the few instances where teams wore shoulder stripes this way, and I wish more teams used this. --------------- Up next, the ultimate brown team, the Brown Bears. https://imgur.com/kS8xsMV Brown, obviously, wears brown primarily. The Bears have worn brown jerseys with a white-red-white triple stripe across their various sports. In particular I based this set on an alternate hockey uniform the team wore. However, I felt the stripes were far too thin so I bulked them up. A also updated their old script logo and placed it on both jerseys, rather than the old block letters. EDIT: B logo now featured on the shoulders per stumpygremlin's suggestion.

The first nine schools of this project had a combined 0 national championships. The next two have 10. It's a Boston double special! The Boston College Eagles, New England's most hated* college hockey team! The Eagles were THE standard in college hockey from 1998 to 2016, with 11 frozen fours, 8 national title games, 4 national championships, and the dreams of countless young hockey fans brutally murdered. Despite being a veritable blue blood, BC tends to jump around with their uniform designs. Some years they've worn Penguins style stripes, they've worn numerous iterations of double stripe designs, they also have a five stripe design with a rangers style front? It's surprisingly a mess. So, I decided to lean into that with a sort of eclectic style of sleeve stripes reminiscent of early hockey jerseys that didn't quite land on uniform striping. This design is also meant to have the red portions sort of appear and disappear to give the home and away jerseys seemingly different appearances without actually altering the stripes in any way. The success isn't the only thing I hate about BC. I'm not at all a fan of BC's modern logo package; it's just a poor update of the classic version. So, I got rid of the identity entirely and brought back the classic logo in modern colors, and replaced the custom font with a more traditional block for the front jersey partial arch. ---------- Despite being considerably much more likeable* than BC, the Boston University Terriers are historically just as successful, themselves with 5 total national titles, though only one coming after the turn of the millennium. While I was growing up, BU wore two iconic jersey designs. The first a contrasting sleeve design reminiscent of the Detroit Red Wings, and a double stripe design they wore when they won the 2009 National Title. These designs are equally iconic to me, so I wanted combine the two looks into a jersey that still screamed Boston College. The solution was to create a contrasting sleeve block on each jersey with a double stripe that matched the jersey color at the bottom of the contrasting area. The hem stripe and socks eschew the the contrasting portion and just feature the double stripe. *Likeability may vary per person

Next up we have two storied championship programs... at lower levels, before rising to D1 in the 1999-00 season to mixed results. Bemidji State, a 5-time Division 2 champion, has had minor success at the top level, with several NCAA tournaments and a frozen four bid in 2009. Since then however, it's been mostly nothing. Despite this, Bemidji is an historic team with an iconic (general) look dating back to the 1960s. I have (partially) eschewed that classic look by combining eras to create a (partially) new, but familiar design. The home jersey goes from a single stripe to a single stripe on contrasting sleeves, as the team wore for about a decade in the 1990s. The Beavers won 3 of their 5 national titles in those contrasting sleeves, and the team has brought them back in some capacity many times over the years as an alternate. However, I decided to go away from the script design and combine the contrasting sleeve look with the modern look with the number bracketed (not sure what the actual terminology is) within the school name on the front. Ultimately the only changes to the away jersey is the new collar featuring a green-white-green pattern, as well as the significantly enlarged shoulder logos. If you'd like to view the jerseys I referenced, Vintage Minnesota Hockey actually has a great history of the team's jerseys that I used myself for research. Our second team tonight was a former two-time Division 3 National Champion who has done literally nothing of note since their move to D1, amassing a whopping one conference finals appearance resulting in zero conference titles and zero national tournament appearances. Bentley, another small school from Massachusetts you've probably never heard of, is actually a team I've redesigned in the past, which serves as the basis for this redesign. Like many small schools, unfortunately, Bentley's investment in their logos is basically non-existent. Their current logo, while better than the previous iteration, is the love child of the Brooklyn Nets and the logo for an unlicensed team in FIFA. Their alternate logo meanwhile would be right at home in a junior high school gym. For the new look, I placed the redesigned peregrine falcon on the chest and finally brought back the split shield design as @Jake3roo suggested all those years ago. The jersey design itself implements a split double stripe design with black taking primary status. Fun fact, change the pants stripe to a lightning bolt and swap in the proper logos, and this jersey design is basically how I'd outfit the Tampa Bay Lightning. That's all for today, I hope you enjoyed looking at some of the smaller and newer teams in college, because tomorrow the scourge arrives.

"Who the hell is Augustana?" was the question I asked earlier this year. The Augustana Vikings are one of D1 hockey's new teams for the 2023-24 season, and the first team in this project to get a full logo redesign as well as a new jersey! Augustana's logo is loaded with problems. First, it is much too wide, and one side heavy to be an effective sports logo. Second, it depicts what I would describe as a hay demon in a helmet rather than a Viking. However, I do think there is a base to work with. First, I reduced the with of the flowing hair to still allow for the logo to be visually centered on the face without it being egregious. Second, I cleaned up the beard and face, maintaining aspects like the general nose and beard shape, shadowed eyes, and the helmet shading style, while cleaning it up overall. I also liked the kind of overlap effect with the hair blowing in front of his beard, so I kept a version of that as well. For the changes, I gave the viking's face actual structure, cleaned up many of the unnecessary details on the helmet, and added some war paint to further accentuate the shadowing on the face. I did debate adding yellow to the left hair, but it never looked correct with how the shadowing works. For the Jersey's Augustana currently uses a script above the current logo, which is a pretty weird and unique look I can appreciate. I decided to alter the look however, as I felt that a baseball style number fit that spot better than a detailed logo, and fit the wordmark-number aesthetic that is prevalent in college hockey. With a navy and yellow color scheme, I wanted to be careful to not have the look appear too much like Michigan. So, I altered the team's current thick yellow-thin white-thin white striping patter into an asymmetrical triple stripe. The home jersey features contrasting sleeves, while the road look is all blue. Finally, I gave the Vikings a floating outline look to further set the identity apart from those of other navy/gold teams.

I'm aware that the color cardinal exists. I'm just saying that I've heard the apocryphal story of [insert team] wears their colors because the jerseys faded so many times that it's pretty clear that it's never been true for any of them. Honestly, as with a lot of these names from the time it was probably some random newspaper reporter who came up with the name and it stuck. I'm also aware of the supposed quote by the owner, about them being Cardinal red, but there are also 10 million quotes commonly attributed to Abe Lincoln too that he never said.

Overall a pretty nice set, however I've got to agree with Wide Right on the logo. When it comes to face cards (at least on modern playing cards), a beard is pretty much exclusive to the Kings, while the jacks tend to only have mustaches at most. Honestly you're like 90% of the way there. Converting the beard to the chin would almost certainly alleviate the problem entirely.

On day 3 we move on to some teams that people actually know! First up, NCAA hockey's resident Southwestern weirdo, Arizona State! Sparky makes his full time return to this set, as I much prefer him to the rocket trident they currently use. Mascots playing sports are always great, so I've altered sparky's trident (pitchforks aren't supposed to have barbed prongs), into a hockey stick. The ASU sun logo from the 70s comes back because quite frankly it makes a great shoulder logo. Arizona State recently unveiled a design called the digiflame, a design that I personally dislike (it's a bit too much). However I do think there's potential in a more subtle/simpler approach to the maroon to yellow "gradient." While I generally try to avoid non-team colors, Arizona state has basically made copper a school color at this point, and it fits perfectly as the middle color in this design. This is featured throughout the jersey, on the sleeve and hem, collar, and name/numbers. The angular striping design is inspired two-fold by the Tempe Butte (also known as "A" Mountain) and the calgary flames jerseys of the early 2000s. The road jersey was originally maroon but I just liked it too much in black. Finally the equipment all maintains the maroon look. Initially I tried black on the road, but ultimately felt there wasn't enough of the team's primary color to make it worthwhile. Our second team, is the US Military Academy, or as we actually call them, Army. In my opinion, army should always sport a simple, classic look similar to the football team. The hockey team has generally followed that idea, but bounced around a bunch, at one point wearing an idealized version of the awful Dallas Stars unis. I don't stray too far from their current looks, but I removed all traces of silver, and settled on a basic triple stripe sleeve and hem design with a black yoke on the home jersey. The road eschews white entirely and keeps this triple stripe design. However, the black disappears on the black jersey, leaving the appearance of a sole gold stripe. The road jersey also changes the yoke to gold, just to get a bit more of the color in there. Finally, the helmet on both jerseys is changed from black to gold, in a move that numerous other NCAA hockey teams have made to mimic their school's famous football helmets (though these do not include the black helmet tripe).

Two more coming today, first up, the newly revived Alaska Anchorage Seawolves! Like Alaska Fairbanks, the Seawolves currently sport very generic uniforms with a basic triple stripe design. For the new design I took inspiration from the stripes in the Seawolves logo, creating nine thin, alternating dark/light stripes and a contrasting shoulder yoke on the home design only to really emphasize a balance between green, yellow, and white. Finally, the number font was designed taking inspiration from the angles of the logo's indigenous art style without straying into the problematic 1970s Cleveland Indians territory. Our second team today has (until recently) the dubious distinction of being the worst team in D1 hockey history, American International College Yellow Jackets. First, I reverted AIC back to their previous logo, which I find superior to the recent change. However, I made some minor adjustments that I feel clean up and improve the look. On the jersey side of things, a team called the Yellow Jackets basically designs itself; alternating black and yellow striping. Here, I go with another barber pole style sleeve design (I promise there won't be too many of these) reminiscent of the recent alternate designs worn by fellow in-state hockey team, the Boston Bruins. Finally, AIC retains the yellow helmets they currently wear.

Next up: The University of Alaska Nanooks. Alaska Fairbanks over the years has converted to just referring to themselves as the University of Alaska, but that doesn't mean I couldn't take inspiration from their classic designs. First and foremost, Alaska is one of the rare instances in which the school's academic logo is a better sports logo than the actual athletics logo, so I made a few alterations to fit the athletic color scheme. For the jersey I took inspiration from the team's barberpole sleeve throwbacks and the Alaska Nanooks throwback. Rather than stick with the blue and yellow only design, I also incorporated white into the sleeve stripes with the alternating colors continuing from the stripes to the names and numbers as well as the jersey collar.

I recently designed a new jersey template for hockey and decided to test out my new design with a large scale project. The NHL and international hockey have been done to death, but Division 1 college hockey remains for the most part a fertile ground, in particular because it is one of the weird sports that includes otherwise D2 schools while most powerhouse schools do not even field an NCAA level team. I set myself a few goals for the project: 1) Give every team a unique look; eliminate NHL uniform copies, reduce the number of teams with the same elements. 2) Respect a team's history where applicable; While each uniform is new in some way, historically dominant teams will be less likely to veer into wild designs. 3) Two jerseys only per team; I might make alternates later, but for now I just want primary looks for each team. 4) No jersey manufacturer designs; This exists in a world where MDGP got the contract for all of D1, and I prefer jerseys without the manufacturer logos. NOTE: Primary and secondary logos in the presentation do not necessarily correspond to their location on the jersey or real life designations, rather what I chose as the primary and secondary as the design was being made. NOTE 2: Where there are two different colored helmets in a set, the helmets are considered interchangeable between the jerseys. The helmets will be placed in the more conventional arrangement of light jersey with light jersey and dark helmet with dark jersey, unless otherwise specifically specified. With that, let's get started. We're gonna do this alphabetically (with preference to main campuses)... First up, the Air Force Falcons! Air Force has worn a few designs over the years generally featuring asymmetric striping designs on the shoulders and sleeves. I created a design that combines a double stripe commonly used by the team with gray shoulder stripes that I've used in the past. The shoulders continue to feature the team's traditional Captain America shield logo and the chest/numbers feature a font inspired by fonts used on air force planes. The design also includes my redesigned Atlantic Hockey logo on the chest, which can be found here!

It makes me think the "he picked the color to match Notre Dame" is just another thing made up by someone years later. Reminds me of how when I was at Penn State, there was this persistent myth that they switched from Black and Pink to Blue and White because the colors faded in the sun (I want to say that's the same myth surrounding the Arizona Cardinals' name origins too) Speaking of yellow vs. white, I've always loved the Michigan Heritage Jersey mix-up. Despite the guy who runs the site explicitly saying he messed up and the jersey was actually white, I still see people use this image as proof they wore all yellow in the 60s.

Ironically the Packers and Eagles both switched from Blue and Yellow to Green in 1935. Honestly, uniform histories are weird like that. Most teams didn't really settle into their classic identities until the 50s and 60s and so there's a lot of random, obscure things like that. Off the top of my head, the lions started out in purple and then primarily wore red one season, the Steelers didn't start wearing their famous jerseys until the late 60s, the Bears didn't settle on their look until the 50s and even then the current orange wishbone didn't show up until the 70s.