My thoughts on the new logo
It’s been almost 2 weeks since the leaking of the Lightning’s new crest and logo and from the poll here on Boltsmag (as well as polls posted on team forums) the reaction to the logo/crest isn’t that positive.
There are aspects I like and I dislike about the logo and both of them have been spoken of in both negative and positive undertones. I don’t know if any of the fans out there can really truly have an opinion until we see the uniforms with the new artwork upon them, but as it stands right now — fans aren’t rallying around these things.
Let me start with the image I like most and try to explain things — elements of the logo and why it works how it’s designed, or what they are attempting to do.
The first thing I need to explain (after reading comments in the original post about the logo) is that the Lightning logo is not just the bolt of lightning — the circle is part of things simply because bolt of lightning alone would leave the logo empty. Ditching the circle, as some fans suggested, would likely be a non starter if anyone tried to update the logo (and, from Jay Feaster’s terminology, “modernize” it). Every other element can be looked at as excess (the state of Florida, for instance) but the circle doesn’t just compliment the bolt of lightning, it strengthens its presence on a jersey.
The top of the bolt is not straight in order to depict movement or action of the image. It’s a marketing thing and though it looks weird to long time fans, it comes off well, especially with the blue accent added to the bolt of Lightning. The state of Florida — with the bolt covering Tampa Bay — does seem a little out of place with thanks to the other in-state franchise being named Florida. The bolt of Lightning looks especially strong against the black matte (background)… which I cannot say for the next image:
This image is what will end up being the road crest (unless white jersey’s are once again home jersey’s this season). While you have the same bolt of lightning and crest as the first (black) image — it’s muted on the white matte. Stunted may also be a good term to use. It hurts presenting the crest.
What also hurts is the font and placement of the words above the bolt of lightning. One can focus on the font with much disgust as we’ve grown accustomed to the Tampa Bay cursive (”Reporter Two” is the fonts name) that has adorned the Lightning logo since it’s inception. Yet the major drawbacks of the font in this case is how “Tampa Bay” is placed off-center above the bolt and the font size dominating the crest more than it should. Yes, we’re all prideful of Tampa Bay to one extent or the other but (from a marketing standpoint) the focus should be on the bolt and the circle — not on the region of the team.
The same problems exist on the black version of this image (though the bolt of lightning does not come off muted or shortened as much). The white version of the shoulder patch (first image) I presented also has that stunted, muted aspect to it that I spoke of, though the focus is not taken away from the bolt as much as in the above white crest.
Also on the graphic one-sheet of the supposed Lightning logo re-design are three font-only presentations for the team. At no time is “Lightning” used — it’s always “Tampa Bay” which can be compared to the Tampa Bay Devil Rays logo of current where “Tampa Bay” is used to characterize the team, with no mention of the team nickname. I find that bothersome. Some have said the font looks “cartoonish” but it has elements that are much more marketable than the cursive script of current… The pronounced T and B can certainly be used on hats (with and without the lightning bolt). Take the following for example:
THat’s a no-frills letter meld that does not give much more than an example of how the font can be used in marketing (TB ballcaps work for the Bucs and the Rays, and could for the Lightning).
So in all, there are obvious problems with the logo and how it’s presented but there also strengths that people aren’t going to jump up and down about… This is a far cry from the rainblow Devil Rays inaugural logo and an epic distance from Bucco Bruce and the Buccaneer logo of yesteryear… But it still amounts to change for the sake of change.
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July 26th, 2007 at 1:49 pm
So is the new font Reporter Two? I’m a graphic designer so yeah, stuff like that matters to me. Hated the last font.
I’m torn on the logo. I don’t hate it but I haven’t felt like I’ve accepted it either. There is something very super hero/comic book about it. It really reminds me of the style that the Ducks took on. I like their logo more thought, much more subtle. This isn’t so subtle. Not vulgar either though.
Gone are the days of the good classic logo. Like the Red Wings, Rangers and Bruins. Heck I’ll even throw Philly in there as much as I hate to admit it.
July 26th, 2007 at 2:22 pm
I don’t give a crap what it looks like, it’s different, so every kid, including mine, will want stuff with the new one. Basic marketing. Unfortunately, last season I purchased two custom St. Louis jerseys for my kids for a total of about $300.
So, now I get to enjoy a full season of my kids harassing me for new ones every time the see one.
No, they won’t get’em.
July 26th, 2007 at 2:27 pm
Laura –
The old script font is reporter-two. Didn’t know the “LIGHTNING” font so I used something similar but not exact in my graphic designs.
But I have no clue what the new font is but it looks VERY familiar to me.
July 27th, 2007 at 4:19 am
I don’t like it, I prefered the old one.
August 1st, 2007 at 1:07 pm
I don’t love or hate it but I’m just wondering why if they aren’t going to make a drastic change (like the Bucs and Rays both did), why bother? This is still so much like the “old” logo that I don’t feel any need to update my wardrobe.
August 1st, 2007 at 6:38 pm
Very disappointing.. I had been looking forward for a couple of years to some tweaking or modernization, maybe even a wholesale redesign. (I had actually thought of trying to design a new one myself.) This new one looks cheap, cartoon-like, and actually worse than the old one.
I was hoping for something a bit more different - it looks too much like the old one, but in a worse way. They didn’t change it enough, in my opinion.
August 10th, 2007 at 8:52 pm
I like them. Teams change their logos and their jerseys, it happens. Toronto has(had, if what I heard about no third jerseys next season is true) a third jersey that is similar to their current one but more realistic. Heck in the begining the Wings just had Detroit spelled out across the front of their jerseys. It’s not like they’re the rediculous numbers the Sabres started sporting last season. Classic look my behind. This new logo looks edgier and I think the majority of fans will like them, and the ones that don’t will adjust over time. They aren’t dispicable, so I don’t see the big deal. I don’t recall being a Lightning fan because the jerseys looked cool.
August 12th, 2007 at 11:52 pm
i would realy hate to see the other logo go. I have all this stuff with the other logo on it. What will I do!!! It looks to cartoonish for me.
August 14th, 2007 at 10:04 pm
Our ad agency, repulsed so much by the new logo (and the old one) designed one for free and submitted it. Too late I am afraid. But anyone interested, you can see it here:
http://web.mac.com/rosenes/iWeb/Site/Welcome.html
August 15th, 2007 at 9:33 pm
we did another logo in addition to the one at the above posting if anyone wants to see it here:
http://web.mac.com/rosenes/iWeb/Site/Welcome%202.html
August 16th, 2007 at 9:07 pm
I like them. I think it is a modernization of the uniforms that needed to be made. personally however I own one of the Jerseys that have the word LIGHTNING across the front, from left shoulder to right hip.
August 24th, 2007 at 4:11 pm
this logos horable, its top heavy and the lightnings compleatly gone from the logo. if ur gonna take somthing out take out the tampa bay. hopefully the new jerseys will pull the awful logo togther.