Revisit

It has been quite a year for the Washington Capitals hockey organization. Last year the professional franchise created a lot of energy by re-branding its logo, followed by their first appearance in the playoffs in years, where their marketing push of “Rock the Red” took center stage. This year, they one-upped themselves by advancing in the playoffs to the second round. Perhaps next year will produce a cup winning team.

But to the subject matter at hand, their farm clubs, the Hershey Bears from the AHL and the AA affiliate from the ECHL, the South Carolina Stingrays, already grabbed their league’s respective cups  and both did so in dramatic seven game series. Ironically, the Stingrays re-branding preceded their success as well. At the beginning of this season, the team released a new logo design, which features the same iconic stingray, but rendered in a much different way.

Whereas I didn’t really care much for the Capitals logo re-design, I did actually like this one. The Stingrays former logo featured a more cartoon-like style which was/is fairly consistent with the league’s other team logos. From a straight design perspective, the logo is too tight and busy in the way it incorporates the type. I don’t mind cartoony, but the type has to work with it, and in this case, the type makes it harder to assimilate the illustration. As it pertains to the illustration, I don’t care much for the flashing tail. But in terms of tails, it definitely is better than the original rendering.

The original design is very forced as all of the concept building blocks seem to be thrown on the canvas. It includes the state map, the stingray, the hockey stick, and a tail. The tail bothers me because I cannot tell if it’s a tail or a tree. I have a feeling it was intended to be both – the tree being the official state tree, the cabbage palmetto. The state shape has always interfered with how I interpret the shape of the stingray, which seems to get jumbled together forming one shape versus the two.

The new logo designed by The Joe Bosack Graphic Design Co. is much more integrated. As you can see right away, the type has a clear hierarchy with South Carolina on top, Stingrays underneath. The custom type treatment repeats the sharp edge seen throughout the Stingray illustration. The illustration itself is a lot more simple, yet still clearly identifiable. It also reproduces well on a small scale, even though the contrast might not be my first choice with two dark shades. The logo is definitely an improvement and has an aggressive quality which is ideal for hockey!

The secondary logo is a stylized version of the state flag, whereas the second has some simliar elements, adding in the Ravenel Bridge. The logos are cohesive in their styling with the primary logo in a number of ways, although I don’t think you’d be selling to many of these as jerseys of their own.

Hockey, Logo, Logos, Sports, Washington Capitals

Here’s my follow-up to Washington Capitals Logo Design.

It has been a few weeks since the Capitals Draft Party and now that I have seen the logo, the buzz is over with, and I have time to think about it, I have come to the same conclusion. The new logo is a bit more modern, but still needs work. The uniforms are flat and do not have the mezmorizing quality that the original franchise sweaters had with their red, white, and blue stars.

Listed below from left to right is the Capitals new sleeve eagle logo, the Pontiac Firebird logo, and the D.C. United logo. I did not see the negative space Capitol in my initial analysis, but it’s probably better that I didn’t. The form is contrived and does not add to the design. It is clever, but I fail to see the meaning that it adds.

My initial reaction to the secondary logo evoked thoughts of Smokey and the Bandit, so there wasn’t enough difference I suppose for me to get excited about.

Another point, which might be valid is the fact that Washington sports already have this form represented in the D.C. United, who feature the same poised eagle.

I suppose birds of a feather flock together.

Addendum: 7/10/07

I sorted through my papers to find one of the handouts from the Capitals Draft Party. I must say, the materials the Capitals PR put together were very nice. The event was promoted very well! Here is the card, you can click on it for more detail.

Anyone who wants to delve further into the Washington Capitals uniform subject further should check out capsjerseys.com.

Hockey, Sports, Washington Capitals

He shoots, he scores!

For hockey fans, this is a phrase synonymous with success, a cliché evoking the fullest degree of emotion. A reaction, which can bring fans out of their seats to fever pitched cheers, high fives, and chest thumps.

This emotional cue is to hockey, what the Slam Dunk is in Basketball, the Touchdown is to Football, and the Home Run is to Baseball. These adrenaline highs are what fuel the passion and excitement of sporting fans around the world.

Fans are captivated by their teams and find a sense of belonging by associating and bonding with fans who share this common interest. Dedicated team fans (fanatics) go to great lengths to identify themselves.

How often during televised broadcasts do you see the painted-faced fans getting screen time, or bare-chested men during frigid weather, or custom banners being waved in the crowd? People identify with their teams and go to sometimes, absurd levels to promote and protect the integrity of their team. When it comes to identification, their team is defined by the logo.

The sports merchandising industry hinges on the successful promotion of the franchises’ branded goods. Logos drive these goods and appear on Jerseys, Jackets, Ball Caps, etc. In recent years, an increasing amount of sports franchises have re-branded their team by introducing new logos and new uniforms. For hockey fans, re-branding translates to new jerseys, or if you are an old time hockey fan, new sweaters.

The professional hockey club in the D.C. metro area, where I live, is the Washington Capitals. Today, June 22, 2007, the franchise will unveil its newest logo. This will be the third logo since the team’s entrance into the league in 1974.

I must say as both a fan and a designer, I am not in favor of the new solution the Caps arrived at, but perhaps after the official unveiling, and some new details are revealed, my mind will have changed some. A sneak peak of the newest jersey reveals a return to the original typographic layout and the departure of the previous iteration’s eagle, in favor of a new eagle with an upward swoop on the wings.

Here is the chronology of the club’s logos:

Here are the club’s jerseys:

Analysis:

The original logo has been very popular with the fans and is now looked upon favorably, the way many other franchises view their “retro” historical jerseys. From a design perspective, it is very simple. The shape is a backwards slant which accommodates the natural lean and curvature of the stick. Likewise, the shape of the letter forms naturally integrate with the curve of the stick demonstrating the same fluidity. The stick serves as the icon and is called out through contrast of color (red) with the blue type. The blue puck serves as an accent. The dotting of the stick to form a “t” is a visual disconnect as the crossing of the “t” dots are muddled with the dotting of the “I”.

The re-branding from 1996 is two-fold, one eagle design and one logo featuring The Capitol. The eagle resonated well with me the first time I saw it. The strong icon of the bald eagle echoes deep within every American and coupled with the stars makes a solid patriotic connection. The shape is aggressive showing movement, always good for a hockey image, while still retaining simplicity.

Contrastly, the logo featuring The Capitol is a bit more complex and involves many more conceptual elements aside from it being more detailed. It features type, a puck, sticks, stars, and The Capitol. I like the repetition of color and re-usage of the stars between the two logos, but aside from that, this one does not stand out as much. Conceptually, I’m ok with the usage of The Capitol as it does convey our nation’s capital. At the same time, it is “The Capitol,” so if one were asked what the Capitals stand for, there could be a mix-up with the meaning, capital city versus Capitol building. I digress.

My initial reaction to the new logo was negative. Perhaps if I had seen it on a color other than red, I might have had a different reaction, but you can never go back to receive another first impression. The color is very bright and while it does draw attention, it is overpowering. Personally, as a fan, I wanted to see the original look and feel coupled with the 90′s eagle logo.

The new logo effectively re-implements the type treatment from the original logo. The type is modern and edgy yet not too daring. The “t” and “l” are rather high for my taste. The type comes across modern and edgy, yet not too daring. I particularly like how the type solves the previous issue with the dotting of the “t”. This version features a cross bar which does not separate from the form of the letter, and I like how it the counter space in the “a” repeats the direction of the cross bar in the “t”.

The repetition of the stars from the old logo will also help reinforce the retro style, however I am undecided on the placement of the puck.

The eagle much like the glaring red jersey, was also a negative reaction I had. I would assume it’s a bald eagle and it is stemming from the (W)ashington letterform, it does not do much conceptually or visually for me. There are plenty of birds out there similar to this. Conceptually compared to the 90’s version, it does not stack-up.

Conclusion:
The jury isn’t totally out on this yet, as we haven’t seen everything, and obviously, I’m just one fan. Perhaps this is an alternate third jersey. I am attending the “unveiling” tonight, so I’ll have to post an follow-up article. Please feel free to respond in the meantime.

See Capitals Logo Follow-Up for the follow-up article.

*Note: I am not associated, nor have any connection or inside knowledge of the Washington Capitals Organization or any of the designers associated with this project.

Hockey, Sports, Washington Capitals