Posts Tagged ‘leave it’

Not all logo changes are necessary. Not all logo changes are improvements. While there certainly can be value in updating an old design or changing it to better reflect the business and its message to consumers, some logo changes miss the mark.  Here are few recent logo changes that were made that, in my opinion, are terrible:

  • The National Reconnaissance Office unveiled a logo on a recent satellite mission featuring an octopus and the slogan “NOTHING IS BEYOND OUR REACH.” Given the US government’s recent well publicized issues with allegations concerning its spying, this slogan is rather brash and insensitive. On top of that, the octopus looks bizarre.

NORL-39 octopus logo.jpg

  •  The University of New Hampshire unveiled a new logo this month. It is simple. Too simple in my opinion. It says nothing about the school, about New Hampshire, about its history or its mission or its specialties.  It says, were are clean and futuristic.  I think it is quite bad.

Top Photo

  •  Appalachian State made the logo change (or perhaps just an ‘alternate logo’?) below. The new logo looks a little too playful and amateur in my opinion to represent and serious school. The logo’s name -  Victory Yosef – also seems rather odd.

View image on Twitter

Updated New England Patriots logo – love it or leave it?

Posted by ipelton on: July 16th, 2013

Disclosure 1 – I grew up in New England, so take all opinions with several grains of salt
Disclosure 2 – I recently concluded a TTAB case against the Kraft Group, owners of the Patriots

The New England Patriots unveiled an update to their logo last week. The script has been replaced by more block lettering, and the red white and blue triangular head and hat (sometimes referred to as  the “flying Elvis”) has moved to the below the middle of the wording.

The new logo is an improvement, in my opinion. But I don’t love it. The “flying Elvis” is still hideous and too modern for a team named the “Patriots” that should be steeped in history. The script font never really made sense – it didn’t really fit the football or the patriotic themes. The new font is an improvement but it looks like it has some unnecessary embellishments in the middle of each letter. Perhaps they are meant to convey the laces on a football (which wouldn’t make total sense since the letter curvature makes it appear there is a football below the letters. I do like the angling of the bottom of the letters, which forms the shape of a football’s curve will likely look great on jerseys and apparel.

The New England Patriots unveiled a new, bolder logo. (Photo courtesy of

I’m a much bigger fan of the original Patriot’s logo, nicknamed “Pat Patriot”:


What do you think of the latest tweaks to the Patriots logo?

New Dallas Stars logo: Love it or Leave it

Posted by ipelton on: June 14th, 2013

The National Hockey League’s Dallas Stars recently unveiled a new logo.

In my opinion, the logo is hideous. It is too busy. The colors are atrocious. The three dimensional look is cheesy and too flashy. The outline shape encompassing both the star and the “D” is ridiculous.

On the positive side, the team did put together a video for the launch. Green has potential – according to the Stars’ video, no other NHL team features green as its main color. And the team did file the logo in several new trademark applications with the USPTO, including this one for ice hockey services.

Perhaps you disagree? Let me know what you think.

Love it or Leave it: new American Airlines logo

Posted by ipelton on: January 23rd, 2013

Last week, American Airlines released a new logo. I think it is a failure.

New Logo

Old Logo

The old logo was simple. A A and eagle. Because it was simple and the letters are thick, it could be seen and recognized from afar. I’m afraid the new logo may not be clearly visible on a plane outside to those inside an airport terminal.  Plus, the name American Airlines is extremely descriptive, and AA is more unique and protectable.  And the new logo’s “fin” in the middle is not clearly a beak or a tail or a wing. What is it? 

For example, see the airplane image from AA below, it looks red white and blue, but the branding is small, hard to find and not clear.


I think AA could use a brand refresh after all it has been through and having a logo that is decades old. But change should be for the better, not just for the sake of change. I grade this new logo a C-.

What do you think?

For more background:

Video introduction of the logo from American Airlines



Love it or Leave it: New Brooklyn Nets logo

Posted by ipelton on: May 8th, 2012

The Nets of the NBA are moving to Brooklyn next year. Jay-Z owns a small percentage of team. According to reports he helped design the new logos. I love Jay-Z’s music. I think the new logos the team recently unveiled are rather lame.

Why? They are so plain. Now, retro can be cool and these look like an attempt to be “retro” with a new team/name/logo. But they are not retro in a cool way. They are just too plain to me. [The opposite of the recent Miami Marlins logo, which is too much pizzaz.]

Another reason it is lame, there is no imagery in the logo that references New York or Brooklyn, which would seem to be at the core of the brand’s image. The “B” is reminiscent of the Brooklyn Dodgers old logo. But yet it is not the same.  

Also, the nets unveiled some merchandise and apparel that included the shirt below. The image is cool – but it references a message about drug dealers and murders. Is this really an image that a professional basketball teams wishes to associate with?

One positive thing I can say about the logo designs is that the team ownership wisely filed to register the various designs with the USPTO. In one odd filing, they are attempting to register a plain black shield for apparel:

 (Application Serial No. 85605708)

For another take on the logos from a branding blog, see The Brooklyn Nets: I Call Technical Foul