To cap off the week, a look at the five best and worst recent logo redesigns
To cap off the week, a look at the five best and worst recent logo redesigns
After much anticipation the new incarnation of the Winnipeg Jets revealed its team logos last week, and, in case you were wondering, back on Sunday, Don Cherry gave his seal of approval to the new look. “It’s terrific, and it will look great on the sweaters,” Cherry told the Winnipeg Sun. “I would wear it, for sure, because it looks good. It’s got some style about it, I’ll tell you that. It’s a hell of a lot better than an awful lot (of the logos) in the National Hockey League.” Right, because if Cherry would wear it, it must look sharp. The new look is inspired by the Royal Canadian Air Force, speaking to Winnipeg’s aviation history while meshing nicely with Winnipeg’s other sports franchise, the CFL’s Blue Bombers. While we’re not the biggest fans—sorry, Don—at least it’s a marked improvement from its immediate predecessor, which has to be up there with some of the worst logos in the history of professional sports. Of course, logos can be a divisive subject amongst sports fans, and while we’re suckers for any team that opts for the retro look, we understand logo love is entirely subjective. So is the brand spankin’ new Jets logo really “a hell of a lot better” than other recent redesigns? Check out our slide show, neatly divided into five of the best and five of the worst, and decide for yourself »
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- <strong>Year changed:</strong> 2010<br /> <strong>Our take:</strong> This is an updated version of the Warriors’ “City” logo from 1970, and it’s the textbook example of how to rebrand while maintaining a connection to your past.
- BEST: Golden State Warriors
- https://torontolife.com/wp-content/uploads/2011/07/Warriors-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Warriors.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Warriors.jpg
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- https://torontolife.com/city/best-and-worst-logos/slide/warriors/
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- <strong>Year changed:</strong> 2010<br /> <strong>Our take:</strong> Again, a great job incorporating a retro look into the modern era. Plus, after the horrid “Buffaslug” logo, this looks like it was sculpted by Michelangelo. <br />
- BEST: Buffalo Sabres
- https://torontolife.com/wp-content/uploads/2011/07/Sabres-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Sabres.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Sabres.jpg
- 300
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- https://torontolife.com/city/best-and-worst-logos/slide/sabres/
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- 81815
- <strong>Year changed:</strong> 2010<br /> <strong>Our take:</strong> This isn’t radically different from their previous look, but the repackaged logo coupled with the “Twin Cities” alternate are perfect examples of why you shouldn’t mess with a good thing.
- BEST: Minnesota Twins
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- https://torontolife.com/wp-content/uploads/2011/07/Twins.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Twins.jpg
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- https://torontolife.com/city/best-and-worst-logos/slide/twins/
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- 81808
- <strong>Year changed:</strong> 2010<br /> <strong>Our take:</strong> Like we said, we’ll take a clean, classic look over an overly flashy logo any day of the week. And this revamped ’Sixers one certainly qualifies. <br />
- BEST: Philadelphia 76ers
- https://torontolife.com/wp-content/uploads/2011/07/76ers-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/76ers.jpg
- https://torontolife.com/wp-content/uploads/2011/07/76ers.jpg
- 595
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- https://torontolife.com/city/best-and-worst-logos/slide/76ers/
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- <strong>Year changed:</strong> 2011<br /> <strong>Our take:</strong> The Bolts adopted this logo mid-season, but weren’t allowed to change their jerseys at that point, which is a shame because the new garb is why this otherwise unspectacular logo cracks the list—albeit barely.
- BEST: Tampa Bay Lightning
- https://torontolife.com/wp-content/uploads/2011/07/Lightning-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Lightning.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Lightning.jpg
- 311
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- https://torontolife.com/city/best-and-worst-logos/slide/lightning-2/
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- 0
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- 81810
- <strong>Year changed:</strong> 2008<br /> <strong>Our take:</strong> The Jackets have been in logo purgatory since their inception in 2000, but this Stars ’n’ Stripes motif just isn’t working for us. Or anyone.
- WORST: Columbus Blue Jackets
- https://torontolife.com/wp-content/uploads/2011/07/Jackets-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Jackets.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Jackets.jpg
- 545
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- https://torontolife.com/city/best-and-worst-logos/slide/jackets/
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- <strong>Year changed:</strong> 2011<br /> <strong>Our take:</strong> When Washington changed its name from the “Bullets” to the “Wizards,” we should’ve known it wasn’t going to end well. They’ve changed the colours back to the red, white and blue, but inexplicably decided to stop there.
- WORST: Washington Wizards
- https://torontolife.com/wp-content/uploads/2011/07/Wizards-bigger-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Wizards-bigger.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Wizards-bigger.jpg
- 574
- 379
- https://torontolife.com/city/best-and-worst-logos/slide/wizards-bigger/
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- <strong>Year changed:</strong> 2007<br /> <strong>Our take:</strong> Like the Thrashers logo, the new ‘D’ for ‘Ducks’ is just abysmal. Apparently it’s supposed to be shaped like a duck’s foot. We’re just confused.
- WORST: Anaheim Mighty Ducks
- https://torontolife.com/wp-content/uploads/2011/07/Ducks-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Ducks.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Ducks.jpg
- 640
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- https://torontolife.com/city/best-and-worst-logos/slide/ducks/
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- 81812
- <strong>Year changed:</strong> 2011<br /> <strong>Our take:</strong> The Kings recently abandoned purple crown logo was pretty bad, but this is no improvement. We dig the Gretzky-era silver and black revival. But not too much else.
- WORST: Los Angeles Kings
- https://torontolife.com/wp-content/uploads/2011/07/Kings-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Kings.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Kings.jpg
- 500
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- https://torontolife.com/city/best-and-worst-logos/slide/kings/
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- <strong>Year changed:</strong> 2004<br /> <strong>Our take:</strong> The Jays have wisely ditched the grey caps, but the uninspiring angry Ace isn’t helping us move on from the original logo—one of the best in pro sports.
- WORST: Toronto Blue Jays
- https://torontolife.com/wp-content/uploads/2011/07/Jays-96x96.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Jays.jpg
- https://torontolife.com/wp-content/uploads/2011/07/Jays.jpg
- 450
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- https://torontolife.com/city/best-and-worst-logos/slide/jays/
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