Rebranding the NHL: New Jersey Devils

[GFB]

Alright, time to unveil the latest and by far most controversial rebranding yet...

So before anyone skips right ahead to the logos, PLEASE HEAR ME OUT. When I first decided on the Devils, I tried everything I could to upgrade the NJ logo. But after 5 or 6 failed attempts, I finally realized that no matter how much I changed the NJ logo, it would be a lateral move at best. I would get a ton of posts saying, "Yours is nice, but I like what they have now." And that didn't sit well with me....

...so I decided to go for broke. As most hockey fans know (or at least I hope they know) the Devils were named after the mythological Jersey Devil. (Google it if you want to know the whole story on it...) After thinking it through, I decided that the best way to move their identity forward was to follow this lead. So I rendered my best vision of what a Jersey Devil looked like. But I hit another wall in regards to the design of it. This is where everyone gives mad props to davidson, who took my vision and executed it. I couldn't have done it without him. So make sure you give him a big round of applause.....

...so with a new primary, I made a few changes to the classic NJ logo and added variations of it as the new secondary and tertiary logos. The wordmark is completely custom. Also, you will see more of a black, red, and maroon color scheme now, but on a dark backround you would see more of a black, red, and white scheme....

Gentlemen (and ladies, if you are lurking out there...), let me present to you the new New Jersey Devils!

And here is a quick 'n dirty photoshop of wha it could possible look like.....

Alright, I am officially giving you the OK to start tearing this rebrand to shreds....

... and remember to thank davidson!

GFB

[MattMilone]

Honestly, I love your "NJ" rendition. I like the primary a lot as far as design, but as a sports logo for the New Jersey, something feels "off," but I can't quite explain it. I think the home and away are very boring, traditional Devils jerseys (I know, I think the logo isn't traditional enough, but the jersey isn't modern enough, I apologize). But that alternate jersey design is BEAUTIFUL! Use that style for the whole concept, and try the playing with the Devil on those jerseys, or see if the NJ looks better on those. Either way, I think the alternate design and NJ rendition are amazing. On a side note, you're a terrific designer, keep it up.

[Eye]

Solid set all around. That is one bad ass NJ logo and I love how you have updated it. I also think it should be the primary because the Jersey Devil logo looks kind of Augusta Lynx-ish IMO. Either that or I say tweak your current Jersey Devil logo (with Davidson's persmission or have Davidson tweak it) and see if you can make it less Lynx looking. The wordmark is good too, very demonish and I love the uniforms. I just think the NJ should be the primary logo or the Jersey Devil logo should be tweaked so it can stay as the primary. Awesome work as a whole, GFB. And Davidson too.

[gordie_delini]

my only concern is that the devil is facing the wrong direction....which since it's a devil is right? i just think he should face the other direction. anyway, damn - nice job.

[krilow]

Dude, brilliant! I like the Devil head, but it would be better a a shoulder patch, and use one of those awesome NJ logos you made, as the primary logo, just for the sake of tradition. All 3 of there fans would be upset if they got rid of the NJ

[BCBoy]

Yup, really diggin' this GFB. (And davidson.)

I agree with Brian about switching the direction of the devil, but this is a wonderful rebrand.

[capsfan1000]

I think that if you switched the two logos, make the devil the secoundary and the NJ the primary, this would be amazing. But I don't like the alternate becuase for some reason it reminds me of the practice jerseys the teams wear now.

[SPORTSDOCTOR]

Firstly, I dig your work - let me start there.

However, as a follower of this franchise from the moment the puck dropped with Don Lever facing off against the Pittsburgh Penguins on opening night at the Meadowlands, I have to say that although I applaud your efforts, I don't believe your design (or anyone else's for that matter) comes close to either equaling, or eclipsing, what the Devils currently wear.

IMO their logo design and pretty classic overall look are among the best in the NHL.

The NJ logo they have is almost perfect, in my mind it cannot be bettered by anything else...the ONLY thing I may want to see the Devils do in the future, is to come up with an alternate uniform that says the words "NEW JERSEY" on the front...however other than that...you cannot do better than the perfection they currently have.

Did I mention that I love your work?

[DawgPacPBH]

Yeah, so....this is amazing.

[GFB]

Firstly, I dig your work - let me start there.

However, as a follower of this franchise from the moment the puck dropped with Don Lever facing off against the Pittsburgh Penguins on opening night at the Meadowlands, I have to say that although I applaud your efforts, I don't believe your design (or anyone else's for that matter) comes close to either equaling, or eclipsing, what the Devils currently wear.

IMO their logo design and pretty classic overall look are among the best in the NHL.

The NJ logo they have is almost perfect, in my mind it cannot be bettered by anything else...the ONLY thing I may want to see the Devils do in the future, is to come up with an alternate uniform that says the words "NEW JERSEY" on the front...however other than that...you cannot do better than the perfection they currently have.

Did I mention that I love your work?

I know! It's so frickin' hard because you Devils fans love your logo to death. Anything I would have done would have been considered equal at best. That's why I took a shot at moving the franchise forward instead of lateral.

How the heck am I going to rebrand the Canadians, Red Wings, or Maple Leafs?

[habsfan1]

Wow FarmBoy, you never cease to impress. You took a classic logo "untouchable" logo and you modernized it while keeping it's most important features. Like someone else said, you really need to put the Devil head elsewhere, maybe just on the shorts. Altough it's awesome, you can still work on it. For the NJ, I would be better with just a black circle with a white inside, like they have now. That might make it less off, and the NJ would be the only thing that stands out. For the jerseys, even if they are similar to Team Canada's former alternate jersey, I still think you hit a perfect 10, so don't touch those. Finally dump the alternates, No more practice jerseys on the ice please.

[habsfan1]

How the heck am I going to rebrand the Canadians, Red Wings, or Maple Leafs?

I would love to see an updated Habs CH logo, a modernized flying wheel logo, and your take on the Leafs. Nothing you'd create will be able to replace the real deal but your concepts are only for fun, don't let a team history stop you from using your imagination.

[SPORTSDOCTOR]

You know, Ghetto, your work really is awesome, I have loved some of your other NHL re-branding work, its just that with the Devils I think we have become so accustomed to the NJ logo, that anything else isn't gonna be up to snuff.

When I first saw the Devils completed logo (their first incarnation of what was really an unfinished NJ logo is on the front of their first media guide 82-83 season) I fell in love with it, it is so classic, clean, the N & the J, they just transition with each other so darn well.

I'll tell you what you may want to do. A lot of Devils fans (including me) miss the original piping and the original look of their uniform when they wore the red & green before switching to the current black and red look.

I'd love to see your work if you could put together a NEW JERSEY sweater, similar to what the Colorado Avalanche used to wear, that may actually look very good.

[udubs03]

I have absolutely no affiliations with the Devils (or with hockey, for that matter), so I don't have the appreciation for thier traditions that their fans do. That said, I think you have done a brilliant job here (and davidson, too.). The best critique I have read and agree with would be to make the home and away jerseys a little more modern looking. Everything else is flawless IMO.

I always get excited when I see that you've posted a concept because I always know it's going to look great. Keep up the good work.

[fishheatcats]

Wow. Love the reworked NJ, the jerseys and colors look great, and even though it's a bit "Beauty and the Beast"-ish, the new primary is pretty cool. Great work giving new life to the Devils.

[Steve-O]

[AAO]

Beautifully done my friend. Much oblige, its come far from what you PMed me. Great set all around, love the updated 'NJ', and the photoshop.

This whole set overall is having some extravagant turn out. Keep up the good work, and let me know when you would like to collab.

[Gordie]

That was my first impression, too.

Resemblance to a certain Disney character aside, kudos to Davidson for not only consistently producing the best work around here lately, but for his willingness to share that work with others.

While a lot of members have wasted no opportunity for criticism, complaint, and even antagonism in recent months, Fraser has made an overwhelmingly positive contribution since he joined the community.

[Steve-O]

My only gripe with the logo is that his lower tooth near the unseen part of his face should curve inward and not outward. Other than that, absolutely fantastic, I think this logo (the primary) would work better for a different team but the rest is incredibly well done. Bravo.

[FiddySicks]

I love the new design. Its fresh, bold, and not too far over the top. it does remind me a bit of the old Sabres look, but its different enough that there shouldn't be a whole lotta gripe about that one.