Collegiate Critique: University of Kentucky

The University of Kentucky men's basketball team recently unveiled new basketball uniforms.  Designed by Nike, the uniforms draw inspiration from the state's tradition of thoroughbred racing.  The uniforms feature a subtle checkerboard pattern inspired by the racing silks of Secretariat.  This type of integrated fabric treatment is not foreign to sports uniforms.  The Orlando Magic of the early 2000's donned a star pattern and the New England Patriots of the late 90's featured a vertical stripe pattern on similar blue uniforms.  

The one puzzling aspect of the design is the reversed K of 'Kentucky' across the front of the jersey.  It is a distracting design feature, and given that the school abbreviates itself as UK, it seems especially misguided.  Also noticeable is the excessive length of the uniform bottoms, which, combined with the knee high socks, makes the  checkered ensemble start to resemble a Scottish kilt.

Nevertheless, the idea is commendable, especially given that it has historical significance to the area.  Its always refreshing to see teams 'looking back' into history for inspiration instead of attempting to create something that is 'forward looking', which usually ends up involving a bad mix of gradients, 3D effects, and unnecessary clutter.  The design is especially smart because it can be extended to other elements of the UK Basketball brand, as they have already applied the checker pattern to flags and the backdrop for the press conference.  

Worst to First In More Ways Than One

A year ago we were looking at the overall worst franchise in baseball.  Worst team.  Worst ballpark.  Worst logo and uniforms.  At least they had managed to get rid of the digusting rainbow gradient that was plastered on the logo and front of the uniforms.  Fast forward a year and we're looking at a team a) beat out both the Yankees and Red Sox to win the American League East division, b) is playing for a chance to go to the World Series, and c) is donning some of the snazziest uniforms in baseball.  

This is classic case of less is more.  While the new identity is not terribly inspiring, it is sharp and on the money.  In a period of excessive 3D logos and angry animals, the Rays kept it simple with a nice, clean, serif typeface.  They showed nice restraint in not using an overabundance of strokes and outlines to 'highlight' the name.  The color choices seem fitting as well.  Two shades of blue reference the water of the bay, with the bright yellow accent to represent the ever-present Florida sunshine.  

This identity program is absolutely one of the most successful rebrands of a franchise in the history of sports.  It coincided exactly with a dramatic change on the field, and officially shed the eternally subpar 'Devil Rays' brand behind.  What was once the laughingstock of baseball is now a franchise that commands respect both on and off the field.  Hopefully this rebirth will generate the interest needed in the Tampa area to build the beautiful stadium that was in the works for the Rays.  

Retro Review: Hartford Whalers

The former Hartford Whalers' logo, created by Peter Good, was one of the most clever designs in professional sports.  Introduced in 1979 when the Whalers joined the NHL, its simple, bold forms and use of positive/negative play are typical of 70s era design.  The W initial of Whalers with the back fin of a whale depicted as if sticking out of the water represent the team name in both a typographic and graphic way.  Perhaps the most intelligent aspect of the logo, and one that is often overlooked at first, is the H initial of Hartford which is created by the negative space between the W and the fin.   The rounded illustrative style form is also expressive of the whimsical, lighthearted nature of sports.  Had it been designed today, we'd most likely see some sort of angry animal that appears as if its moving quickly through space.  

While many logos are so generic that they could really be used for a number of companies, this logo is so unique that it could not possibly represent anything other than that sports franchise in that city.  Classy, clever, and fun.  Its a shame the team has been defuct for over ten years now. 

"Goodbye Mr. Spalding!"

A letter I actually sent a little over two years ago:

Dear Spalding,

As a lifelong sports fan, athlete, and graphic designer I am highly disappointed in your new logo (the S with the swoosh around it). The first time I picked up a basketball to see that atrocity, I felt betrayed. A company that was once represented by a CLASSIC, timeless, and immediately recognizable icon has decided that it does not want to stand above its peers, it wants to follow the pack and disappear into anonymity. The new logo is neither distinguished, unique, memorable, and its barely legible. On top of that, it is redundant. What is the need for another 'S' right above the word 'Spalding'?

Spalding has a rich 130 heritage that it should be emphasizing. A more appropriate campaign would have kept the tradional mark, which was immediately recognizable to anyone involved with sports. The new NBA ball looks marvelous, but its aesthetic appeal is tarnished by the disgusting mark above the Spalding name. Imagine the beauty and symbolism if it had the traditional circle and diamond instead: a forward-thinking company with 130 years experience in sporting goods: one foot in the past, one foot in the future. Beautiful.

True to the Game, maybe; but true to itself, I think not.