Logo Design of the Final Eight Teams In The 2016 Stanley Cup Playoffs

Sports teams have interesting relationships with their logos, oftentimes branding and rebranding, reacting heavily to fan interactions with these new designs and how merchandise sales are affected. This oftentimes leaves teams rebranding every few years, keeping up with design trends, the evolution of sports logos is interesting to look at. With less history in the United States than sports such as baseball, the way that hockey teams have reacted to changes in logos, branding, and more should be explored!



New York Islanders

Founded in 1972 on Long Island, New York, the Islanders use a royal blue, orange and white color scheme in their logo and uniforms. The original logo version of the team reflects these three color choices, with a white hockey stick over the orange silhouette of Long Island. With a few minor changes (adding a stripe to the bottom of the hockey stick to indicate the number of Stanley Cups won by the team) the logo has generally remained the same. In 1995, the team underwent a drastic rebrand, completely ditching their original logo and replacing it with the image of a fisherman holding a hockey stick. The negative reaction to this was so unbelievably strong that the Islanders made moves back to their original logo as quickly as they could, fully phasing out the fisherman by 1997. After this, the logo used navy blue instead of the original blue coloring. While the team’s logo has maintained relatively static, they have shifted their jerseys to more accurately reflect the team’s ever-changing identity and brand as they’ve undergone major changes.



Tampa Bay Lightning

Also referred to as the Bolts, the Tampa Bay Lightning were established in 1992 and use blue, white, and black as their primary colors. Their original logo portrayed a white lightning bolt outlined in black on a gray background. Tampa Bay Lightning was written in blue and outlined in gray. This logo represented the team until a 2007 rebrand, which significantly modernized the brand. Updating both the lightning bolt and font choice of the team. In 2011, the logo was simplified even further, simply portraying a white lightning bolt in a circle on a field of blue. This move has also related to their referencing as the “Bolts” as the logo has become more and more simplified. With three significant logo changes in less than 20 years, their jerseys have changed even further. The Lightning are taking regular steps to simplify their brand, moving away from the solid brand familiarity established by other teams.



Washington Capitals

Red, navy blue, and white are the key colors of the Capital’s logo and jersey design, which is incredibly appropriate considering they represent the capital of the United States. The original logo and jersey design played heavily on the red, white, and blue theme, their logo and jerseys emblazoned with stars since 1974. In 1995, they drastically changed their logo, colors, and look, opting for black, blue, and bronze. The logo was replaced with an eagle, talon outstretched, in an attempt to improve merchandise sales. From 2002 to 2007, the team introduced a new home logo, featuring the Capitol building in Washington D.C. with crossed hockey sticks and two stars, still featuring the black, bronze, and blue color scheme introduced with the previous logo. In 2007, they changed their logo again, bringing back the red, white, and blue color scheme, featuring an eagle with the dome of the Capitol building in its breast. This season, the Capitals wear red jerseys aimed at appreciating the outdoor roots of the sport.


Pittsburgh Penguins

The 1967 founding of the Penguins introduced the team with a blue, white, yellow, and black color scheme, featuring a scarved penguin against a yellow triangle background, which was built upon and updated to more prominently feature the team’s name in the 1968 version of the team’s logo. The yellow triangle serves as a reference to the Golden Triangle found in the city of Pittsburgh.  In 1971, the Penguins removed the team’s name to just feature the skating penguin against a yellow triangle background- which remained untouched until 1992. Between 1992 and 2002, the team used a variation of the penguin and yellow triangle, removing the skating penguin from the mix. However, in 2002, they brought back the skating penguin onto the logo and introduced the team’s current colors of gold, black, yellow, and white. For nearly the entirety of the team’s existence, except for the period between 1992 and 2002, the skating penguin has been a core part of the Penguin’s logo.


Dallas Stars

Previously the Minnesota North Stars, the Dallas Stars got their current branding after the move to Dallas in 1993. Even after this move, the team kept the same uniform design and general logo that the team had before the move south. The only addition was a version of the logo with the outline of the state of Texas behind it. In 1994, the team added the word “Dallas” to the logo. In 2013, a new logo was introduced that used silver instead of gold for star, and used a green to highlight the logo. The letter D remains in the center of the star, a reference to Dallas’s nickname- the Big D. The team is represented by victory green, silver, black, and white, and remains one of the more untouched NFL logos.


St. Louis Blues

Since St. Louis was awarded a NHL team in 1967, little has changed about the team’s logo design. The team takes its name from the rich history of the blues musical style in the area, and uses an artistic rendering of a blue note as the team’s logo. Significant changes to the team’s logo included adding red details and the team name in 1984, then removing the team name in 1998, and the team’s current representation in 1998, which removed the red outline and replaced it with a deeper blue and sharper feathers in the logo.


San Jose Sharks

With deep Pacific teal, burnt orange, black, and white serving to represent the team, the first logo of the 1991 Sharks portrayed a black shark biting through a hockey stick within a triangle and also displayed the team’s skating shark mascot. Their alternate logo showed a shark fin emerging from water, a logo they retained until 2007. Currently, the logo and the alternate logo remain very similar to their original incantation, simply cleaning up the design, adding orange coloring, and reflecting the advances in design to date. 


Nashville Predators

Nashville’s home to the den of a prehistoric saber-toothed tiger, considered to be one of the last of its kind before extinction, and one of only five discovered in North America. This is where the NHL team unveiled their logo in connection with this great predator in 1997. The first logo version used blue, orange, and silver as the main components, featuring the long front-tooth of the tiger. In 2011, the logo was updated to reflect blue, yellow, and white, keeping the original shape and design of the original logo. Alternate logos of the team have ranged from simply using the team’s initials to a version of showing the bones of the saber-toothed tiger, however, remaining relatively static in comparison to many teams.



ClassPass Announces Price Increase And Twitter Is Not Happy About It

Earlier today, ClassPass announced a price increase for their popular unlimited membership to gyms and classes. In an email sent to subscribers in New York, ClassPass introduced a new pricing model. The unlimited membership would increase from $125 per month to $190 per month for existing members and start at $200 for new members. A new 10 class per month package was also added and is available for $125 per month for existing members and $135 for new members.

It seems ClassPass wants to raise the price without providing additional benefit from their service. A similar price increase went into effect in Boston a few weeks ago. Existing members received a $30 discount in Boston. In New York, current members were only given a $10 discount.

ClassPass subscribers were not happy with the news and shared their thoughts on Twitter. We’ve compiled some of the best tweets below.




And because we can never escape Queen B:


Men Share Real Comments Received By Women In Sports

A funny Jimmy Kimmel bit about celebrities reading mean tweets was turned into a serious video about harassment women face in sports. The video has garnered over 1 million views in the first 24 hours since being posted.

Sports reporters Sarah Spain and Julie DiCaro had men share real comments they have received on social media read directly to their face. To be clear, the men reading the tweets are not the same men who wrote the tweets; they did not know how serious the video would be when it started. It becomes clear very quickly that the men are uncomfortable reading the tweets out loud. They struggle to even make eye contact with Sarah and Julie and stumble their way through the tweets. The powerful video helps raise awareness not only about the harassment women face in sports but about online bullying as well.



Sarah and Julie are encouraging people to use #MoreThanMean to increase awareness about harassment of women in sports.

Julie also shared a few comments on Facebook and Twitter.




Supporters flocked to Twitter to share their thoughts.






#RunBold Leads Boston Marathon’s Rebranding Effort

If you’ve ever lived in the Boston area, you know the profound impact that Marathon Monday has over the region. Never lived in Boston? The Boston Marathon falls every year on Patriots’ Day, which is the third Monday in April. Since it’s a state holiday, many people saddle up along the marathon route to cheer on runners making their 26.2-mile trek over Heartbreak Hill which culminates on Boylston Street in the heart of the city.

Unfortunately, the Boston Marathon and its reputation have been marred following the 2013 explosions towards the finish line of the marathon. In many ways, the marathon has needed to undergo a rebranding to symbolize the future of the race.

Immediately following the Boston Bombings, Boston rallied around the phrase “Boston Strong.” Beginning as a cry to solidarity for the victims, outside brands began embracing the phrase and using it in their own marketing efforts. “Boston Strong”, on one hand, came to help raise money for charity and allowed a city that had felt the depths of tragedy to stand tall. On another hand, the need for remembrance can be balanced with the future of the event moving forward.

In 2015, the Boston Athletic Association with John Hancock Financial Services, moved away from the Boston Strong motto as a move away from dwelling on what happened and the appearance of profiting off of other’s suffering. After such an event, there’s a fine line between keeping the marketing tasteful, respecting the past, and reaching towards the next few years of the sport. For 2015, the Boston Marathon played on the phrase “There’s only one Boston”, a means to focus on the intent of the Marathon while still honoring the value in coming together strongly on behalf of the city.

RunBold John HancockIn 2016, the Boston Marathon and John Hancock rebranded with a new hashtag. Under the #RunBold campaign, the theme of the event is endurance. Like last year’s race, this has a dual meaning for the runners and the city. In correspondence, the public had the opportunity to submit their photos for inclusion on the banners ending the marathon- marking the first time that the general public has become directly involved in the Marathon’s advertising.

Sports events have a branding to them, and oftentimes after a notable event, this brand needs to be able to respond appropriately moving forward. The Boston Athletic Association has moved towards recognizing and valuing the personal achievements of the runners and their key motivations. The 2016 race should be a memorable one for everyone involved.


The European Tour Just Crushed a Guinness World Record and Had Fun Doing It

What’s a little competition to set a Guinness World Record among friends?

Sergio Garcia hosted three teams from France, Spain, and Denmark in a competition to break the the Guinness World Records title for the “Fastest hole in golf by a team of four.”

Let’s just say the teams had a little fun with the competition. The old record had been 68 seconds which was obliterated.