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Before we start, let’s get something out of the way. I don’t watch Hockey and I can’t tell who’s who or what’s what. The closest I have come to enjoying Hockey, and knowing anything about it, was when I used to play Electronic Arts’ NHL Live on my Sega Genesis back in the early 90s and my favorite team was Chicago, with its Roenick-Chelis-Belfour trifecta which allowed me to humiliate my fellow high schoolers. Perhaps it’s because I haven’t watched a game in this century and, to this day, I’m still baffled that a Disney movie became a real team, but I have always felt that Hockey (the NHL in particular) was more “Old School” than the NBA or the NFL with their hot cheerleaders, mainstream fans and flashy events. Hockey, on the other hand, seems (to me) like an acquired taste — a rugged taste, best served cold. This feeling was then confirmed when this past week, two teams unveiled new identities — designed in the 21st Century — that are decidedly (with mixed results) Old School.
Boston Bruins logos from 1932-1949 and Washington Capitals first logo from 1974.
The Boston Bruins, the first U.S. team to join the then expanding NHL in 1924, and the Washington Capitals, who played their first season in 1974-75, both unveiled new identities recently. And, as a pair, they make for a great discussion as each team has come from a different place and then gone in a similar direction. First the Bruins logo. As is clear, it is simply a swift, elegant update of their previous logo with nips and tucks only where necessary. The serifs on the B and the unifying black strokes help make this logo a cohesive, and strong unit. It should be noted that the Bruins have used nothing other than a B and a spoke since the 30s as their primary logo. As an execution, it’s hard to argue against, it looks better. Strategically, it’s hard also — and laudable — as it relies on the tradition of the Bruins, without fixing anything that is not broken.
Then, the Capitals logo. Oyoyoy, yes. Whether you look at the before or after it is hard not to feel queasy. The previous one, is simply a “New School” aberration, where too much takes center stage and bevels, shadows and highlights aim to puck you in the teeth. Using red, white and blue for any team in Washington may be cliche but, let’s face it, it works, it makes sense and it has done so across sports and ages. After the misguided color selection of the previous logo, the new one sports RWB with pride. And that’s as much praise as one can give it, as the logo becomes a train wreck from top to bottom, left to right. An italicized custom typeface, with all the wrong turns in all the wrong places, gives way to — wait for it — a hockey stick! A long, uncomfortable-looking stick that is then hitting a hyphen, which I assume is a puck. Tucked in the left shoulder are three stars and yet more italic type that, I believe, has been horizontally scaled. However, there is something to be said for the attempted return to the Old School logo, and tradition, from the 70s with its kickass italic in reverse — I love reverse italics. This is not to say that the old logo was good, it wasn’t, but the new one attempts to relive some of the giddy glory of a new team. Sadly, the result looks like shattered glass. (I wonder if this guy realizes what he is getting tattooed on his neck.)
Another aspect of these identities are the secondary logos, or crests, or shoulder patches. These serve, at least in these teams’ cases, as vehicles for their mascots. (Are they called mascots in Hockey too? Or is that too girlie?). The Boston Bruins’ new crest is yet another direct evolution from its past with, again, a swift, elegant update. For the new crest, the priority is now placed on Bruins while Boston has gone to the bear’s feet; although, strangely, there is another version with Boston big, and Bruins small. Go figure. The one decision that I found interesting, was the desire to keep the big typography over the bear… funky. It’s not bad. It’s just a little kooky and off-kilter. In a good way. In a way that harkens to tradition and what generations of Bruins’ fans have known.
The Capitals, on the other hand, are emerging from their past identity with a brand new crest that features a pretty nifty, streamlined eagle with the Capitol in its, ahem, counterspace. In contrast to the main logo, this element of the identity I find to be a wonderful and appropriate execution. Unfortunately, it goes with the main logo as easy as oil goes with water.
Shoulder pads.
Even after being relatively immersed in Hockey today, I still don’t find interest in the sport but after seeing these two new logos, I have hope that the snowballing of sports into a supergraphic style could be coming to an end. Or at least a respite.
Jump to Most Recent Comment
rynot’s comment is:
as it did in 1974, it reads as 'capilals''
why ignore that the L is a pre-made hockey-stick? it could still harken back to the old school. other than that the letterforms are quite awkward...and the stars are superflously gratuitous.
Frank’s comment is:
Capitals new eagle: Me likey, great idea.
Capitals new main logo: It sucks, why does a team that is called "Capitals" have their name not in capitals but lowercase anyway ? And the "t as a hockey stick" is kinda lame too.Either way the logo looks as if they were some Houston based web 2.0 venture capital company..
Boston Bruins "B on a wheel": Doesn't really do anything for me, what's the purpose of the wheel again ?
Bear crest: Improvement, yes - special, no.
I wonder why these teams all have secondary logos that are connected to their main logos in any way ? And why is it that the secondary ones are way better executed than the main ones ?
Totally brand confusion to me.
On Jun.25.2007 at 03:10 PM
Frank’s comment is:
Meant to say "..that are NOT connected to their main logos.."
On Jun.25.2007 at 03:12 PM
Von Glitschka’s comment is:
The new secondary logo for the Capitals is far stronger. The primary logo looks like it should be the patch on the shoulder. Even at that Armin is right about the esthetique not matching well at all.
If design had penalties like Hockey does then who ever is responsible for the new Capitals logo design should be placed in the penalty box for high sticking my retina.
On Jun.25.2007 at 03:49 PM
Rob’s comment is:
I curious, and if I find the time might play with it, what would have happened if they had used the hockey stick to make the "L" instead of the 'T" in Capitals.
For me, the stars work. They reinforce the RWB theme and the fact that the team is located in DC. But maybe I just buy into it because I've followed them for awhile, living in the general area.
The Bruins, why mess with something that's so classic and works. The redesign is subtle but adds power to the mark without taking away the equity it's built over the years (hear that UPS and DC Comics). It works.
On Jun.25.2007 at 04:02 PM
Kyle Z’s comment is:
I used to live in the D.C. area and the overly tall "t" and "l" along with the patriotic color scheme on the new Capitols logo immediately made me think of the old Washington Bullets logo. I'm sure deja vu will strike a lot of current D.C. residents too.
Glen’s comment is:
The Capitals uniforms have always been abominations, so why stop a long and glorious tradition?
The "W"/dome/eagle crest is kick-ass, I don't know how that got in there.
As for the Bruins, you just don't change an original six teams logo, period. (for those who don't follow hockey - Montreal Canadiens, Toronto Maple Leafs, Boston Bruins, Detroit Red Wings, Chicago Blackhawks, and New York Rangers)
On Jun.25.2007 at 04:44 PM
vectr’s comment is:
Off topic:
Brand New would benefit from an implementation of the whatthefont? "Keep image in window as you scroll" feature.
Even further off topic, It's a real shame such an important typographic portal is so shamefully ugly.
___
Back on topic:
While I applaud the 'Capital' logo's return to form, there are too many missed opportunities to refine and present a minimalist logo (retaining its dynamism) to be ignored.
(The most glaring? The stars aren't italicized)
On Jun.25.2007 at 05:24 PM
humanot’s comment is:
The Bruins update only adds insult to injury for me. Showing how a team can keep their heritage while updating their look, and making the Sabres ridiculous Buffaslug update, look even dumber.
I fought as both a fan and designer to bring some class to the team with The New Blue and Gold Project ... but the management and myself haven't been able to see eye to eye.
On Jun.25.2007 at 06:21 PM
Tyler’s comment is:
Cues taken from the (as-yet unmatched) Hartford Whalers logo?
John’s comment is:
Who did these marks? I know SME has a long history with the NHL, and they have (or had) a long term relationship with the Bruins. I can see them doing the Bruins mark, certainly. Are they behind the Caps logo as well?
On Jun.25.2007 at 07:19 PM
Will ’s comment is:
I would take these old school logos over any of the new overly stylized logo that seem to be all the rage.
Frank, I think the wheel thing in the Bruins logo is because Boston is, believe it or not, the "Hub of the Universe."
On Jun.25.2007 at 10:51 PM
Jon’s comment is:
The Caps' secondary logo will likely be used to sell alternate jerseys that are worn on an occasional basis. It should have been the primary logo all along, with the wordmark as the secondary art. I think the Bruins' update is great. Simple, classic. BTW, correct on the "hub" theory.
On Jun.25.2007 at 11:48 PM
Mark’s comment is:
Excellent updates for the Bruins keeping the the heritage while keeping with the present.
The Capitals logo? Not so much, I do enjoy seeing their secondary logo and also saw the Whaler's logo in it.
I miss the Whalers..:(
On Jun.26.2007 at 12:22 AM
Anonymous’s comment is:
The Capitals' sleeve crest is alright, aside from the fact that there is another eagle flying up the crotch. And I agree with ryKo about the abominable letterforms. In other news, the Whalers logo is a long time favorite of mine, closely followed by the old Nordiques, and then maybe the Northstars.
On Jun.26.2007 at 01:44 AM
Tony Goff’s comment is:
Loving the Bruins work, both seem very cohesive. As for The Capitals I can't see any relation between the primary and secondary logo (the latter of which is actually pretty nice).
On Jun.26.2007 at 05:48 AM
Dempsey’s comment is:
"...Roenick-Chelis-Belfour trifecta..."
That's all anyone needs to know about hockey, but it's a bonus if you know how the Blackhawk's owner ($Bill Wirtz) ran them all out of town.
(off topic? sorry `bout that)
On Jun.26.2007 at 06:16 AM
Brian’s comment is:
Part of the reason the italicized font in the Capitals new primary logo has "wrong turns in the wrong places" is because the "p" through "a" in the logo form the shape of a goal mouth, into which the stick appears to be about to hit the puck. No one commenting on this logo (generally, not just here) seems to notice this. I don't think this necessarily absolves all of its sins, design-wise, but it does at least explain why some of the letters are so screwy looking (the "p," the shortened "i").
On Jun.26.2007 at 08:20 AM
C-LO’s comment is:
I think both visual logos were an upgrade, the Bear and the Eagle. Nice almost retro look on the bear logo. However I can't say the same about the Team logos. The Bruins "B" logo looks like they changed pritners, and they just substituted the B with another font. The capitals is a big a mess as our capital is today politically speaking. The T as a hockey stick is about 4th grade level although it'll probably appeal to some. Little "holding the viewers hand" through the implied meanings of a logo seems commonplace today. But hey, at least it doesn't look like the 2012 logo, and it only goes up from there...
p.s. Nice touch with the "pong" puck also. Don't forget about the rounded corner box tool under the square tool in your tools pallette
On Jun.26.2007 at 08:46 AM
Tom Dolan’s comment is:
As both a passionate designer and a passionate hockey fan (I grew up in Boston in the Bobby Orr era, what can I say), this is a topic of great interest. The Bruins, blessedly, at least seem to have understood the value of their cherished Spoked-B (Boston's city nickname is "the hub" if no one has noted that earlier). The team was founded in 1924 and their glory years of 30+ years ago are draped in the black and gold. I think this update is a pretty thoughtful tweak, nothing to displease the die-hards, nothing to alienate the casual fan, but perhaps conversely, nothing to get noobs excited about. In a city like Boston the Bruins are actually going to have to be a good hockey team to get that done. All told, a thoughtful redesign. The original NE Patriots design was nothing to treasure, and the championship Patriots have made their neu-sport look de rigeur, but the rest of the Boston teams are holding on well. Can anyone imagine a good strategy that would change the Celtics or Red Sox designs? Bravo Bruins for evolving yet embracing tradition.
The Caps ... well. Another story perhaps. Sad. The team with perhaps the woefulest history of losing in the NHL takes another sad step with a spindly and weak design. Just the type of brand associations you don't want to think about with ice hockey. The mid-Cap era of blue-bronze and black was generically lamentable, but the new redo of the original back-slanted original logo is simply a poor execution, period. It's the worst of the original made still worse by a bad renovation. And the W-eagle. Uggh. The Caps did make design history in their first year in the league: white hockey pants, which proved to get dirty (and uncleanable) when you play 3-4 games a week during the NHL season and where hence abandoned. This new design is just as ill-conceived.
Likely another season of missing the playoffs ahead for both of these clubs, but as Buffalo proves, nothing like a successful season to make fans embrace your horrid new logo.
PS: The worst design in hockey? The Stanley Cup champion Ducks. Bad, bad, bad.
On Jun.26.2007 at 10:02 AM
Paul’s comment is:
It doesn't look like anyone else has mentioned it, but in the Caps secondary logo, you not only have the Capital Building in the counterspace, but also a nod to the Washington Monument's tip in the eagle's neck. Very nice.
On Jun.26.2007 at 11:44 AM
Daren Guillory’s comment is:
Frank's
Either way the logo looks as if they were some Houston based web 2.0 venture capital company..
Why all the Houston bashing, aye? Houston has nothing to do with this capillary rendition of the capitals logo, I'm sure; and has even less venture capitals.
The only thing Houston is known for, besides big energy and humidity, is getting rid of its sports franchises, and franchise players; Oilers, Roger Clemens, to name a few...
Perhaps a better discussion, and probably disastrous one, would be the transformation of the Houston Rockets logo. One that is seemingly on a spiraling vortex straight to hell...
Everett’s comment is:
i get what you're saying about the font, but I disagree about the stars on the new Capitals jersey. As a D.C. resident, it's obvious to me that they are present to represent the flag of the city, which features three stars at the top in the same way the new Caps logo does. I think this incorporation was well thought-out. I understand how non-D.C. residents may not understand the stars or see them as clutter, but for those of us in the city where the team actually plays, the stars are a nice touch.
On Jun.26.2007 at 02:07 PM
Joseph’s comment is:
Daren: That new Rockets logo looks like something out of a movie based on a comic book. I look at it and all I can think of is Batman. Why Batman, I don't know, but it looks really comic-book movie to me.
On Jun.26.2007 at 09:04 PM
Joe’s comment is:
There's no better a place for a backwards italic than here, on ice. The letters are slipping around and falling over, and kind of scoring with that hyphen. Perfect in so many ways.
Whoever has the link to a backwards grotesk font or even just a time-machine vendor, please advise.
On Jun.26.2007 at 11:11 PM
Danny Tanner’s comment is:
Link: Time Machine
On Jun.27.2007 at 12:08 AM
Dave P’s comment is:
The actual reasoning behind the Bruins' spoked wheel (though the "hub of the universe" thing might have something to do with it): In the early days of the NHL a team had to win 8 games in the playoffs (2 best-of-seven series), and the eight spokes represent the eight wins. The eight-win thing is also the reason fans of the Red Wings throw octopi on the ice when the team wins a playoff game (yes, really).
On Jun.27.2007 at 10:30 AM
Dave P’s comment is:
The actual reasoning behind the Bruins' spoked wheel (though the "hub of the universe" thing might have something to do with it): In the early days of the NHL a team had to win 8 games in the playoffs (2 best-of-seven series)to win the Stanley Cup, and the eight spokes represent the eight wins. The eight-win thing is also the reason fans of the Red Wings throw octopi on the ice when the team wins a playoff game (yes, really).
On Jun.27.2007 at 10:31 AM
M. Jackson Wilkinson’s comment is:
I second the inclusion of the stars. As a greater DC (and former District) resident, the red stars of the DC flag are really great to see in this logo. As a place where citizens don't have representation in Congress, get taxed like crazy, and have license plates that say "Taxation without Representation," there's a lot of pride in DC identity.
While there may be other mistakes, this is not one of them. It's great to see such attention paid to some of the issues many of their fans care about.
On Jun.27.2007 at 10:48 AM
Corey Buckner’s comment is:
capilals... Now that's classic (Coke reference). I prefer both of the alternative better, and the Bruins is so similar to the older ones it hardly seemed worthy of being called a redesign. BUT... I certainly appreciate it SOOOOOO much more now that I have read the explanation of it.
On Jun.29.2007 at 09:30 PM
Nick’s comment is:
Speaking of the NHL, the whole issue about logo redesign and "brand" recognition doesn't get much more confuddled than with the Vancouver Canucks. I live and breathe the Canucks, but WOW, have they gone through a few logos in their history. First there was the "Ice Rink" logo, CLASSIC!, then there was the infamous, and probably Ugliest Jersey in the entire history of the National Hockey League with the "Flying V" hockey sweaters. I personally liked them, just because they are beautiful in an ugly way, and I also like the history. Then after the scrutiny faced from the freakshow on ice that were the Orange, Yellow and Black sweaters, they made a nice transition to the "Downhill Skate" logo of the same colors. This held on for a few years until the turn of the century when they decided on a complete overhaul, logo, colors and all. From bright orange, yellow and black, to a "west coast" scheme of blue, more blue and maroon / red. From Skate to Orca. Aside from the almost perfect cliche of the westcoast killer whale, it all really had to do with the then owners, Orca Bay, hence the blubbery mammal that graces the jerseys to this day. The Berthing Whale however, HOPEFULLY will see an end soon, with Orca Bay being out of the picture now. There have been talks that they might go back to the original "vintage" blue, green and white's of their innagural season. If this is the case, I would be extremely happy.
Check out this site, it has a great slide show that shows the transition from yesteryear, to present of the Vancouver Canucks Jerseys.
On Jun.30.2007 at 03:29 AM
Corey Buckner’s comment is:
Best NHL logo in my opinion. Clever and well executed. On top of that, I LOVE LOOKING AT IT!
Best NHL logo in my opinion. Clever and well executed. On top of that, I LOVE LOOKING AT IT!
simonvx’s comment is:
I don't know if someone has commented on this, but I'm pretty sure the "BOSTON bruins" and "BRUINS boston" thing on the shoulder patches is for the home/away versions. BRUINS will likely be prominent when they're home, and BOSTON when they're away.
It's nice to have 2 of my passions combined: hockey and design! One of my career dreams would certainly be to design some sort of logo/emblem-related thingy for an NHL team/event.
One of the first things I remember drawing as a kid was Montreal Canadiens and Quebec Nordiques logos, and after that, every other NHL logo. I kept redrawing and copying them everywhere, I loved that so much it's hard to explain. Needless to say, this early love of hockey logos was enough to "draw" me into graphic design, and ultimately turned into my career choice.
Isn't that a sweet story? :-)
On Jul.06.2007 at 12:30 PM
Revisit’s comment is:
I was relaxing on my couch, watching the 11:00 sports when I saw the Capitals jersey leaked.
Being a caps fan, one planning to attend the Draft Party logo unveiling the next day, I began to have second thoughts of even going.
I immediately ran to the internet looking for some samples of the work. I posted my thoughts that night based off the image available, and have since posted a review (see links below).
Washington Capitals Logo Design
In regards to the Boston logo, I like the redesign. Tom Dolan's comment seems to be right on. I had never heard about "the hub," that's interesting.
Yeah, I've always liked the Whalers logo, I hope this franchise makes it back somehow.
On Jul.09.2007 at 11:00 AM
Darrel’s comment is:
I like this trend. The overly-iconinc-heavily-outlined-in-black-posterized-with-a-bold-slab-serif-typeface trend was getting a tad old when every single imaginable sports team was using the exact same formula.
On Jul.11.2007 at 03:35 PM
Mouse’s comment is:
My views:
For the Capitals secondary logo:
Old logo= One leg (or talon)
New Logo= No Legs (talons?)
(Unless you count the tips of the wings legs)
For the Bruins secondary logo:
Old logo= Traditional, but animal cracker style.
New logo= Much better, alot more like a bear.
Mouse’s comment is:
My views:
For the Capitals secondary logo:
Old logo= One leg (or talon)
New Logo= No Legs (talons?)
(Unless you count the tips of the wings legs)
For the Bruins secondary logo:
Old logo= Traditional, but animal cracker style.
New logo= Much better, alot more like a bear.
John T’s comment is:
I love the Bruins logo and have been a bruins fan all my life (40 years), I think the origanal 6 have the best logos with the rangers being the exception...I hope the they never change, just look at the teams that not only changed logos but changed colors, I could never understand changing the colors.
the worst now...
Sabres
Coyotes
Ducks
I do love the original Canucks logo.
On May.03.2008 at 04:00 AM
sean’s comment is:
Does anyone know what the font style is called in the capitals new logo?
On May.07.2008 at 02:20 PM
Comments in Brand New, V1.0 have been closed.
