Yesterday the Toronto Maple Leafs revealed their new logo for the upcoming season, which is its Centennial season. It is "inspired by" the version seen on the jerseys from the 40's through the 60's and makes multiple references to the team's history. There are 31 points on the leaf, representing the year the team moved into Maple Leaf Gardens. There are also 13 veins at the top, representing the number of Stanley Cups won (I guess we're just supposed to ignore the veins at the bottom... or assume those are reserved for future Cups, whenever they might arrive).
I can't decide how I feel about the new logo, since I believe they got part of it right and part of it wrong.
WHAT THEY GOT WRONG
It's old! They introduced it as their "new" logo, but it looks just like their old logo. Can they really call it new? A logo redesign is meant to inject vibrancy and excitement into a brand, but this logo does nothing, really, but regress to a previous version. No one will be excited or inspired. It won't lead to as many new apparel sales, since the older generation of fans probably still has an old version of the logo somewhere, and the younger generation of fans wants something flashy and cool. Some might even call this redesign... dare I say it... lazy.
WHAT THEY GOT RIGHT
Iconic, time-tested brands are not supposed to mess with their logo. It's too important, and it carries too much equity. The Gap got absolutely roasted when they deviated from their iconic mark, and some of the most established brands in the world, including Nike, Coca Cola and Ford, have recognized the importance of maintaining the design and heritage of their brand mark through the years. Toronto realized that if they came out with something that deviated too far from the brand mark that fans have come to know and love, they would do themselves a disservice. Interestingly, each of the "Original 6" NHL teams (Toronto, Boston, Chicago, New York, Detroit and Montreal) haven't really touched their logos, probably for the same reasons.
What do you think? Did they do the right thing, or miss an opportunity?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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