Logo Breakdown: Teams in need of a new look

In today's logo breakdown we will take a look at some teams that are in need of a logo makeover. Sports logo design has continued to evolve but there are still major sports teams out there that could use a logo makeover and could add a little more modern design spin to their looks. We'll take a look league by league and see who could use the help of one of us sports designers or logo experts!

NFL:

Jacksonville Jaguars- the Jaguars have had the same colors and logo since their inception in 1995. At the time, the design they have matched the styles of the day. The teal color was extremely popular, as was the use of black, so the colors made some sense at the time, though even that trend was starting to get old at the time. In today's NFL these colors don't look quite as fresh as they did in 1995. The logo is also very 1990's style. There are many ways you could update a Jaguar and make it look more modern and intimidating. It is also time to rid themselves of the teal and go with a color more suited to the current times. The Jags are definitely at the top of my list of NFL teams in need of a makeover.

Honorable Mention:

Cincinnati Bengals- The Bengals have updated their logo in recent years, implementing the striped B, which is a really nice, simple logo. Their uniform set is also relatively fresh and innovative. However, the striped helmets that were so innovative when they first hit the gridiron have been around a long time and the team needs to try a new style. These helmets were introduced in 1981, 28 years ago! Even though the helmets are still cool 28 years later, it would be great to see the Bengals hit the field in something different. I know this is not likely to happen, because most of the seatbacks in Paul Brown Stadium have the striped helmet embossed in them. That would be a big costly project replacing that, so knowing the Bengals like we do, new helmets are not likely in the equation.

MLB:

Houston Astros- as I've discussed before on Sports Design Blog, I loved the Houston Astros look in the 1970's and 1980's. The colors and the cool Astrodome logo were my favorites as a kid. So, my choice here is a bit personal. Ever since the Astros drifted away from the spacey font and the H-Star on their hats, I've been a bit let down by my favorite childhood team's look. Their current logo is an improvement form its predecessor, but still doesn't recall the great graphic look of Astros past. The star is still represented there in a way, but the font they use just does not do it for me. I would love to see the Astros go after a look that would fuse the coolness of their early look with a modern spin and bring back that old school Astros uniform and logo magic.

NBA:

Portland Trailblazers- The NBA is a league that is filled with teams that could use a logo makeover but I wanted to focus on two teams. The team taking the top spot is the Portland Trailblazers. The Blazers have had the same uniform and logo look since Bill Walton was eating granola and hiding out in Montana in the offseason. Their look today is the same one that they had when they took Sam Bowie over Michael Jordan. Their logo has evolved a bit over the years but is still basically the same as it has been for what seems like forever. The uniform set has gone unchanged and is in need of a modern makeover. With the team moving forward, having on-court success and shedding its old image with a younger, more citizen-friendly roster, it is definitely time for the Blazers to adopt a fresh look.

Honorable Mention:

Oklahoma City Thunder- I can't remember a time that I was more disappointed with a logo unveiling than I was when I saw the Thunder debut this look. Moving a franchise and changing its name provides a team with a great opportunity to make a bold statement and create something great, but the Thunder really dropped the ball on this one. The name Thunder makes you think of power, darkness, bright flashing lightning, loud sounds, and an imposing presence. The logo and the colors that the Thunder chose don't even come close to conveying any of those images. The color set looks like a fresh spring day in Georgia, not a dark, stormy day in Oklahoma. There is nothing to the logo or colors that says "Thunder". I know this is only their second season, but this team really blew a great opportunity and needs to change direction on this look quickly.

Honorable Mention 2: Several other NBA teams could use a logo refresh, like the Clippers, Bobcats, Rockets and the Wizards, but we'll save them for next time.

NHL:

Los Angeles Kings- I will be the first to admit that I am no hockey expert. I might have been better served to let Johnny at PuckDrawn write this part, because he has the NHL knowledge to do so. I will however, take a shot. The team for me that really has gone down the wrong logo path is the Los Angeles Kings. First, I'm on Paul Lukas' team when he says that purple is death. I know its a kingly color, but I'm just not a big fan. The logo just seems a bit clip-artish to me and not up to the standards of a professional team. Simple, boring and nondescript. Call me old school, but I loved the silver and black look of the 1990's more than this, even though I know that era was dominated by many teams switching to that color scheme. Hopefully some of you NHL logo experts can comment further on NHL teams needing a makeover, but I'll go with the Kings.

I hope I've written enough to spark some debate. I'm sure everyone has strong feelings about teams needing new looks, so feel free to add comments and provide insight into your choices.

Comments

[johnny griswold]

Hey, thanks for the shoutout!

I don't have a problem with purple so much. It's just all in how you use it. I mean, it's not like it's pink or neon green.

There are MANY teams in the NHL that need an overhaul and I'm actually having a contest at my site with prizes and everything for the best redesigned logo.

I agree that the Kings have got it all wrong. Try as they might, they just can't get that Oakland Raiders mojo with the black and silver. Purple and black also sucks together.

One of my favorite jerseys is this King's beauty. I think purple is used fantastically here! Check it out!

http://tinyurl.com/kingspurple

[Jason]

really enjoy this blog - keep up the good work.

I am mostly an NBA fan - and the NBA has several teams having a logo crises. For every classic logo (Celtics, Bulls, Pistons) there are three train-wreck logos (Hawks, Jazz, Blazers, Thunder, Timberwolves, etc.)

[Jim Ransdell]

Johnny, thanks for the NHL perspective, I knew I wasn't coming from a place of authority!

Jason-Thanks for the kind words! You are right about the NBA. I am a huge NBA fan and there are many teams in need of a makeover. I may devote an entire column to NBA teams needing new looks! The Hawks new look is a mess, and as an old school 'Nique fan, it is a crime that they don't use yellow anymore.

[johnny griswold]

Well these are all just opinions, so I say that you have enough authority.

Keep up the great work on the site.

[Guilherme (Brazil)]

you reaaly dont think the Cleveland Browns need an overhaul? Really? REALLY???

They are called Browns, use orange stuff, and don't have a friggin logo!!!

[Jim Ransdell]

Guilerme-you are right, the Browns do need a makeover! I think it is because I know they will never change no matter what that I didn't even think about putting them on the list.

[Zubaz is Zu-back!!!]

The Bengals should never change their helmet. It's awesome and one of the greatest football helmet designs in history. The only possible thing I think would be cool is if the Bengals introduced a white alternate helmet with the same exact black stripes. This would make the helmet look like a white tiger.

I agree that the Oklahoma City Thunder logo is terrible. It has absolutely nothing to do with Oklahoma City or the name "Thunder." It's so generic looking! Any basketball team with any nickname could use that logo; it's like they picked it out of a clip art catalogue!