#Sugar rush logo pro#

Odds are, there aren't people with that TD Bank logo tattooed on their ass,' Radom said with a laugh. 'Let's say TD Bank changed its logo tomorrow. There's a reason why Radom and Creamer are working on a book telling the stories behind the names and looks of every NHL franchise. People care about their favorite team's logo to a degree that's unimaginable for design in other industries. And they're the ones forking over the cash. Fans feel a personal connection to every scoring play, front-office transaction, and mark of the team's identity. Public input through both official and unofficial channels informs the decision-makers. Sports teams don't exist without a healthy fan base. Fan engagement has been, and will continue to be, a critical part of that work.'

When asked for a progress report, a spokesperson for Seattle's incoming NHL franchise issued a short statement saying the ownership group 'continues to listen to fans and explore the team brand identity. Make sure there's no problems.' Ethan Miller / Getty Images 'Maybe (they should) just trademark whatever they want right out of the gate. 'I imagine the Seattle ownership group, Adidas, and the NHL are going to be so much more careful this time,' Creamer said. Army and College of Saint Rose over the use of 'Golden Knights.' Without a definitively trademarked brand, a team might run into issues like those experienced by Las Vegas' NHL team, which recently fought with the U.S. The smart play, Creamer notes, is securing all necessary legal rights immediately after agreeing on a team name, but before diving into the logo design process. At the major-league level, no stone is left unturned. The team will want plenty of runway to exchange mock-ups with the designer, engage with lawyers, and consult with licensees and broadcasters. There is no hard and fast time frame for finalizing a logo, Radom says, though 18 months is a typical ballpark figure now. 'I need to let them out safely and they can go about their business.' Frank Micelotta / Getty 'If a team is a passenger on a plane, I need to be a seasoned pilot who is flying them across the ocean to their destination,' said Radom, describing his role over the years in helping teams and leagues create identities, such as the logo for Super Bowl XXXVIII. The currently unannounced designer will also exert its influence during the creative stages of the multimillion-dollar process. In Seattle's case, the league's official jersey partner - Adidas Hockey - will have a major voice. The final group is the fan base, which may be consulted via polls, focus groups, and other outreach methods. The jersey manufacturer and logo designer are key influencers, too. Generally speaking, five main groups are involved in the logo development process, according to our panel of experts.įirst and foremost, there's the team itself, as well as the league office. We enlisted the help of three experts - Radom, Chris Creamer of the popular website, and Bill Frederick, creative director of sports branding agency Fanbrandz - to find out.

#Sugar rush logo pro#

So what exactly goes into the creation of a pro sports logo? 'If you are an expansion team with a clean slate, a blank canvas, you really have liberties to go places you might not otherwise,' Radom said. Kraken? Sea Lions? Metropolitans? Totems? Sockeyes? Seattle's in a unique situation where ownership isn't necessarily being forced into one particular style.

Icon Sportswire / Getty Imagesīoth projects involve enormous thought and investment, but the matter of identity - landing on an appropriate team nickname, color scheme, logo, and uniform set - sparks the imagination on a higher level. Recently awarded the NHL's 32nd franchise for the 2021-22 season, the ownership group needs to lay a foundation in multiple senses - literally when it comes to constructing a new arena (slated to open in early 2019), and metaphorically in building an identity (no timeline for an unveiling). You want a flat roof? You want a peak roof? You can do some things, but without that foundation, it's going to collapse.'Įnter Seattle. You want to put shutters on it, go ahead and put shutters on it.

'If you want to paint your house pink, go ahead and paint it pink. 'You want to build a foundation that is solid and enduring, and know that when you put your house up, you can put a coat of paint on it,' Radom told theScore.