Agree with most of what you wrote. I too come from a design/branding background and think this is quite nice. The word mark has to go and I would've used something other than (the typeface) Gotham in the shoulder patch as it's already overused and doesn't fit in well with the "airforce" theme, but all in all I think it's a solid effort and a nice re-brand. If they can get the jerseys right, I think it will look good once they hit the ice as well as on merchandise. However, I get the point that this is the airforce logo with a jet on it and lacks inspiration but as I've said, it looks good to me. The shoulder patch with the leaf is fine. Perhaps the only thing is that flame shooting out of the jet... Anyway, looking forward to see these on hockey jerseys. Not the strongest in the league but far from the weakest. And Chris, no need to justify yourself. Those of us who get it get it. Hope that all is well in Seattle. Cheers! I was one of the few mentioned who was put off by your original tweets dismissing the logo. The issue I had was only the tone of the tweets, both adamantly denying the validity of the logo as well as so immediately calling the logo "terrible" or a "joke." But, this post was well-considered and fair. I look forward to the design news on your site and visit often, so I was glad to read this post. On to the logo itself. Is it a home run? Not by a long shot. It looks very designed-by-committee, and as a graphic designer myself I've been in a lot of those committee meetings. True North had their arms turned to adopt a name they didn't want. They very clearly wanted to use the Moose, but they answered the calls of their fans and gave them what they wanted. So, they had a month to design a new brand identity. On that, they succeeded in honoring the MLB jerseys of the past while starting a new chapter. Certainly the primary mark could use some more work, which it will undoubtedly get over the next 5-10 years, I'm sure. But that said, it does its job quite well, I think. The nods to the RCAF and True North are handled with class (unlike the Orca Bay disaster in Vancouver). The maple leaf does overpower the jet, sadly, but they at least avoided the pitfall that so many concept admissions made by focusing only on the jet. My initial impression was, honestly, "Oh, thank god it's not awful." And really, that was what I was hoping for. It's clean, suggests a more retro-throwback aesthetic that's very popular right now without falling in to a fad, and is a platform to build on. I wouldn't be surprised if, in 10 years, the primary mark moves to the shoulder and is replaced by something more unique and thoughtful. It's very hard to judge a new brand. It doesn't have history behind it to inform any emotional feelings and you're left to judge it on its technical merits. In this case, it's being judged against a classic logo that had many decades of history before being banished to the desert. It's definitely a hard situation to assess in a short time. Thanks for the hard work on the blog. I look forward to seeing more from this team as their sweaters and the rest of the uniform is released. I love the classic simplicity and the homage to Canada's Air force. The moment I saw the design I knew I would be buying a Baseball Jerseys. I think everyone is judging with their eyes and not their hearts. I am not a Canadian (born in Chicago) but I feel this gives the team an identity that firmly roots it back in Canada. Also, I am thrilled Canada has gotten a team back. This logo has a strong retro/classic feel that the original Jets logo lacked (I liked it but it always felt like WHA). I read so many comments on this blog about people being thrilled to see the NHL returning to its heritage and in this design, I believe True North hit a home run. And Chris, I also like the new TB Tampa Bay Lightning Jerseys for the same reason; which is why I am surprised you don't like this.
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