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Up North, MI • United States • 5 Years Old • Female

Rorschach Inkblot Logos

Posted 12:31 AM ET | Comments 4
Good logo design is simple. Good logo design is strong. Good logo design quickly conveys an image that identifies a team.

Hockey has quite a few logos that fit that description, among them:
Red Wings
Maple Leafs
New Jersey Devils (clearly the most creative marriage of letter abbreviations and symbolic images representing a devil).

There are also some logos that are visually confusing. For example, the Columbus Blue Jackets swirling star looks like it was designed by the same person who did the Avs logo. And while the gold duck's foot is a considerable sight more professional than a Disney cartoon logo to represent a professional sports team, the Anaheim logo isn't much to write home about,either.

But what in the world is that new logo the Hurricanes trotted out tonight on their new black sweaters? (And third jerseys generally come under the heading of "point weak, yell loud" - and pray that we sell a few more shirts!!)

While watching the Hurricanes game with the Wings tonight, I stared at that center ice logo each time it was shown, trying to figure out what it was. First, I couldn't determine the purpose of the swooshing black triangle. And I finally concluded that the odd red shape with the black center and ruffled edges must be some kind of flower - perhaps an amaryllis or a petunia - on a long white stem. But that sure didn't make any sense.

Whatever it is, one thing is sure - it is not as strong a design as the original get-to-the-point logo - even though TSN has previously referred to that design as resembling a flushing toilet. Be that as it may, after the game, I typed "new Hurricanes logo" in the search engine.


One is given the official explanation that the black triangle represents the "research triangle" in the area of Raleigh where the team is located. Well, I guess you had to be there to hear the sales pitch on that from the marketing firm. What else can one say about Raleigh? Every other town in NC has a cigarette named after it, including Raleigh. Maybe a smoking hockey stick would have been more appropriate to represent the lousy melting Southern ice that was present tonight, causing the puck to bounce all over the place.

However, closer inspection of the logo reveals the white "stem" to be a hockey stick that is apparently serving as a flag pole for a stylized storm warning flag. A lowly 48-knots storm warning flag? Are we talking about a fierce team wearing the intimidation black sweaters or the kinder,gentler Canes? Or was it just impossible to come up with a design showing two flags for the stronger, more dangerous hurricane warning? Talk about mixed messages!

And we thought no one could top the Buffaslug!
Filed Under:   Wings   Hurricanes   logos   Devils   Leafs   Blue Jackets   Ducks  
October 14, 2008 10:11 AM ET | Delete
If the Wings logo was created today, and not in 1932, it would be considered worse than the Buffaslug.
October 14, 2008 12:55 PM ET | Delete
obviously you don't have much experience with coastal weather patterns. the red storm warning flags are very common in NC and most people on vaction at the beach do not want to see them under any circumstances. this secondary logo has been part of their uniform since they moved to NC. it is located on the shoulders of the red and white jerseys, it's not new and familiar to anyone who follows the team and buys their jerseys.
October 14, 2008 3:28 PM ET | Delete
Oh, for crying out loud. I've never even been to a coast and yet I know what a storm warning flag looks like on first glance. I'm not a Hurricanes fan and yet I knew about that logo already (and I think it's a lot nicer than the existing primary). And in your intro, calling the Jackets logo a "swirling star" is an indicator that you're not paying attention - it's a curved Ohio flag. And to say the Red Wings and Toronto logos are somehow superior, even though most of their "symbolism" comes from decades of inertia (and in the case of the Leafs, spelling it out on the logo!)? This blog of yours says a lot more about you than it does about logo design.
October 17, 2008 7:53 PM ET | Delete
I really loved the Canes' black jerseys. I'm a Wings fans and those jerseys were easily m favorite part of the game.
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