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Guest Editorial by Sam Becker
My best friend from high school wants to be the next American Gladiator, and I can’t blame him. He called me last month to mention he was applying, and asked if I would critique his video audition. Now Jon is not the most athletic person (as his video serves to illustrate), but it’s clear to me why he wants to take part in the reincarnation of one of television’s most engaging, wholesome, unpretentious and downright zany entertainment-sports franchises of our time. And as we all know, with new leotards come new brands.
American Gladiators is a television program that ran from 1989 to 1996 and began at Universal Studios. Each episode featured amateur contestants who appeared nightly to battle the incumbent gladiators with names like Gemini, Nitro, Blaze, or anything else you might find written in your local GNC. See for yourself.
The original show achieved its iconic status through a simple yet consistently over-the-top approach to televised combat. It featured catchy theme show music, a memorable emcee and spandex that stretched as far as the eye can see. NBC optioned the show last year and gave it a facelift and possibly calf implants.
So, does the new show still have what it takes? Is it still relevant? Is it heavily affected by the writer’s guild strike? Yes, yes and no! And what about the logo?
In most ways these two marks are opposites: one is white; one is black. One triangle points up, the other down. One is rectilinear with bumper sticker type and contained within a severe holding shape reminiscent of a jockstrap. The other is a slick, whirling transformer made of shiny steel and breaks out all over the place. The triangle (which now rightly mimics an A) is merely suggested by three smaller triangles. The new logo is certainly more complex, but arguably more cohesive.
The original type certainly has a more impressive pedigree. It makes use of unmodified Univers extended complimented by ITC Machine. The new mark features customized versions of Eigenstate, which you can’t even buy anymore, and Xenotron, which is available for free on the web and designed by a Dutch video game artist.
The original is modern (as in modernism), the current is modern (as in contemporary). But more importantly, if they got in a fight, who would win?
The redesign is stronger, smarter, sleeker and possibly taking human growth hormones. It is more proprietary with its hand-tooled type and custom shapes. It is also more versatile. Like most successful recent brands, this program is based more on its applications than any one single logo. The brand shape is used to frame everything from event titles and instant replays to corporate sponsors, which have also been metalicized! Everything serves to intensify the atmosphere. No weak sponsors allowed! Switch Subway with American Cancer Society. It just doesn’t work.
So which logo does my friend like more? The old one, of course! To him, the new one is too dark, techy and I quote, “unamerican.” In other words, it has lost much of its character.
It is true, the new logo is not without its faults. It has too many fussy effects and superfluous details. The logo actually wears a cape, which you have to pause your TV in order to catch a glimpse of it. The type is difficult to read (especially on TV and the web). The words American Gladiators are held in a bizarre gemlike shape too proprietary for its own good.
And yes, they deemphasized the "American" aspect by dispensing with most of the colors and shrinking the word down to the point of illegibility. And that’s fine with me. Who reads their TV anyway?
Was there anything really American about the show to begin with? I don’t exactly swell up with pride, thinking of AG as one our great pastimes. I prefer the remaining connection, as dubious as it may be, to ancient Rome.
Check out this tongue-in-cheek promo to see the brand in action.
I’m going to go out on a limb here and say the new mark strikes a good balance between past equities and new opportunities. It just feels right… as does the show. The logo fits nicely within the NBC ecosystem, and looks like a strong contender in a world of Deal or No Deals and Apprentices.
The old logo looks dated. And the new one probably will too. Only time will tell. But I would venture to say that each design was the right choice at the right time. If the new logo is like Kanye West’s Stronger, then the original is definitely the Rocky theme. Both get me off my ass when I want to go jogging.
The logo and animations were most likely developed in house by the production studio Reveille, which produces, among other things, American Gladiators for NBC. At the time of this writing, both NBC and Reveille could not confirm specific ownership of the brand design. They also thought it strange that anyone would want to know who designs this stuff.
Sam Becker has spent the past few years at CBX designing logos, packages with logos on them, and retail spaces. He is an avid programmer and new media designer—though he hates the term. His previous position was with the Crate and Barrel graphics department.
Jump to Most Recent Comment
Paul D’s comment is:
Will the new logo look dated? Without a doubt — but it's still cool, bold, and over-the-top, just like its namesake show.
If there is any problem, it might be that the new show can't live up to its logo. The old logo clearly said "athletic competition", while the new one feels like it might be associated with swords and flame throwers.
On Jan.14.2008 at 10:19 PM
Jayomatic’s comment is:
This logo looks to be done by the same agency who did all their Football Night in America identities.
joshnunn’s comment is:
It reminds me a little more of the Battlestar Galactica logo. Which isn't a bad thing for them.
On Jan.14.2008 at 11:29 PM
Kevin Chan’s comment is:
Yea, I agree that this all fits in with the sleek, mechanical polish that sporting events use now. Just like how the original AG fit in with sporting events of that time. It's all about how presentation effects the audience.
"They also thought it strange that anyone would want to know who designs this stuff."
Ha, I love that!
On Jan.15.2008 at 02:22 AM
Ken’s comment is:
That Jon is one sexy beast of a man!
On Jan.15.2008 at 03:13 AM
Helga’s comment is:
The logo kinda looks like a peacock's ass
On Jan.15.2008 at 03:29 AM
jon’s comment is:
an aside fyi... the package for NBC's NFL coverage was done for NBC Sports by Troika Design Group: Troika's NBC NFL package. I wouldn't assume that they did the American Gladiators package just because of the similarities. MGM Television produces the new American Gladiators (though Reveille also gets a production banner on it) and they could have easily just given the direction "make it look like a football package" and thus the similarities. (I would bet on that being the creative direction given.) I couldn't drum up any info on who did the new American Gladiators logo or graphics package.
On Jan.15.2008 at 05:10 AM
Anonymous’s comment is:
As an interesting (or not) parallel...
...here are the before and afters of the Australian Gladiators, which is apparently also set to come back after a long hiatus.
Before:
After:
Chad K’s comment is:
Everything will be OK as long as they bring back this guy:
On Jan.15.2008 at 08:05 AM
Brad Blackman’s comment is:
The triangle shape looks an awful lot like the Stargate SG-1/Atlantis logo.
brandon’s comment is:
'merica likes grills.
Hummer, anyone?
Mark’s comment is:
I have no problems with the new logo it's definately looks appropriate for the times. (makes the old one look whimpy)
My only problem is why do the screen shots look so freaking dark?
Is that how it looked on the TV screen?
Oh, and anybody get a shot of the logo's cape, I'm curious now.
On Jan.15.2008 at 09:37 AM
Chris’s comment is:
BRAND NEW has jumped the shark with this entry.
On Jan.15.2008 at 10:51 AM
Seabiscuit’s comment is:
I really like that you've addressed the topic of design on television. Talk about a medium that touches more people than most corporate or package designs. It's interesting how much more stylized it's all become, especially when the rest of the design world is turning to a more minimal approach.
On Jan.15.2008 at 11:37 AM
Kevin M. Scarbrough’s comment is:
I love that Brand New doesn't take themselves so seriously that they cannot enjoy the absurdly fantastic things in life. Hats off to you all.
On Jan.15.2008 at 03:51 PM
johndiggity’s comment is:
from a branding perspective the redesign successfully fits into nbc's portfolio of programs. note that the look and feel used on sunday night footbal is also used across all nbc sports programs. and while american gladiators is not technically a sport, it nonetheless carries some of that nbc sports dna as a sports entertainment program should.
On Jan.15.2008 at 04:34 PM
Juggling man’s comment is:
Everything will be OK as long as they bring back this guy:
Keanu?
On Jan.15.2008 at 11:22 PM
rickyaustin’s comment is:
I have to admit - the new show feels slightly incomplete without the mullets.
On Jan.16.2008 at 07:43 AM
Jw’s comment is:
"BRAND NEW has jumped the shark with this entry."
What? that's dumb. I'm rather ambivalent about the new AG logo, but it looks hilarious when they put that "SUBWAY" logo inside the A. The real problem with the new AG is all the talking. Less talking, more smashing! However, I really think The Eliminator seems way tougher now.
Jeff’s comment is:
"The real problem with the new AG is all the talking. Less talking, more smashing! However, I really think The Eliminator seems way tougher now."
Totally? After every event? Come on.
I like the print / web logo better than that gaudy 3d one.
But I also love that old school one. Totally 90's!!
On Jan.16.2008 at 02:03 PM
Doug Bartow’s comment is:
The new logo doesn't use Trajan....
Doesn't that make it good by default?
On Jan.16.2008 at 06:17 PM
Jeff Stevens’s comment is:
Chris is right...
Jumping sharks would definitely make the Eliminator a lot more fun to watch. I say place it where the giant duffel bags knock you off the balance beam.
On Jan.17.2008 at 03:46 AM
adam’s comment is:
nice. i laughed at the first before and after of the gladiator.
and kudos to someone commenting about stargate. there is never an inappropriate time to bring up stargate!
On Jan.17.2008 at 01:37 PM
Von K’s comment is:
I like how they flipped the old "female" triangle around to the "male" version. It makes sense.
I never cared for the old logo, but admittedly forgot about it the second it disappeared from the screen and was replaced by mulleted, leotard-clad gladiators fighting each other with giant q-tips.
On Jan.17.2008 at 02:36 PM
Darrin Crescenzi’s comment is:
Ha ha, they really do look like q-tips, don't they. JOUST!
On Jan.18.2008 at 03:34 PM
Danny Tanner’s comment is:
This begins to touch on an intersting point:
We can view specific program identities as product identities. They are the packaging for the show, and why they are commonly discussed in those terms.
How closely should a portfolio of program identities look alike and where should their look be derived form?
There are a few different ways to view this:
_____________________________________________________________
1--the USA network/Bravo model of program packaging--
All show identities are derived from a more systematic viewpoint, championing the look and feel of the network over that of the show. One can tell what network the show is from without seeing the networks logo.
2--The NBC model--
Creating strongly visually differentiated identities for each show.
_____________________________________________________________
I'm not saying that one is right and another is wrong, I don't know enough about the industry to make that call. There are lots of factors that require consideration, however it does strike me as an interesting topic.
On Jan.20.2008 at 06:50 PM
Fiona’s comment is:
The A/V thing is very similar to the logo that the UK Gladiators used when it was done over here.
Greg Formager’s comment is:
Hideous branding.
On Jan.30.2008 at 12:44 AM
jon’s comment is:
Finally found a credit for this logo and graphics package: It was done by Fish Eggs, a design studio in Venice, CA (who also did the package for Deal or No Deal) - found this press release:
press release about the American Gladiators package
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