Going to the Next Level
Thursday · Jul 15 · 2010 | 10:36 AM PDT
Those who have been avid readers of Icethetics from the beginning — I'm talking back in the NHLToL days — will no doubt recognize the logos above, and just as equally the unusual cyber-moniker of the artist that created them. GhettoFarmBoy, known in the real world as Matt Kauzlarich, partnered up with NHLToL to showcase some of the best concept art that has ever graced these pages.
“It was undoubtedly the most popular concept art series Icethetics has ever hosted.”He launched a series we called Rebranding the NHL, in which he would redesign the logos and uniforms of teams he felt were in need of a new look. It was undoubtedly the most popular concept art series Icethetics has ever hosted.
It all began in August 2007 when I posted Matt's Thrashers concept on NHLToL. It continued that week with the Islanders, Senators and Bruins. Before long, readers were begging for more. Matt rebranded the Ducks, Devils, Sharks, Capitals and Panthers before we officially joined forces in May 2008.
Under the partnership, all of Matt's new rebrands would make their world premiere here. His Lightning rebrand was first out of the gate. In the next few months, he also reworked the Sabres and, finally, the Stars on August 6, 2008. The year flew by but it was one of the most memorable for NHLToL/Icethetics readers.
Unfortunately, the blockbuster partnership was short-lived as Matt's work was getting noticed. Despite starting work on a highly-anticipated St. Louis Blues rebrand, Matt has never gotten around to finishing it. But that's because he's been busy selling his talents to pro teams — right where they belong.
I'm disappointed to say that I have not had much contact with him in the last two years, but by chance the other day I came across his portfolio. I was thrilled to discover that he was the artist behind what I consider one of the best-looking teams in minor pro hockey.
Last summer, when the Quad City Mallards unveiled their new logos and uniforms, I marveled at the artist's ability to make a mallard duck look intimidating. No other IHL team looked this good. Quietly, though, I was struck by how familiar the new look seemed, as though I'd somehow seen it before. It must've been my subconscious connecting the dots. The design has Matt's fingerprints all over it.
You know, it seems the only logo-related news on the blog lately has dealt with the dark side of logo design — infringement. It's refreshing to be able to share a success story with you guys — an Icethetics concept artist who's gone on to much bigger and much better things.
I'd love to be able to offer details of Matt's sports design journey in his own words, but sadly he has yet to reply to my emails. Busy guy, I'm sure. Hopefully we'll hear from him soon. And maybe even one day we'll satisfy that Blues rebrand curiosity.
Reader Comments (21)
Very impressive stuff. I love his style.
you should post his old rebrands, the logos alone dont really do him justice as a designer.
Most of his stuff was way too cartoony for professional sports in my honest opinion, but boy did he do a great job with the Mallards' identity. He keeps that kind of work and people will be calling him all the time.
I still remember waiting for that Blues concept for weeks. Would have been wicked, I'm sure, just like all the rest.
Nice freakin' story, congratulations to the guy.
To this day, Matt has one of the best Tampa Bay Lightning re-brands. Ever.
Some very good work and very nice to see talented people get recognized. However, must say that he missed the mark on the Sens re-brand. Just weird.
Brian Boucher used one of his designs on his mask, also impressive.
Now that I think about it, the Mallards logo DOES have the same feel to it as Matt's other work. Nice find! And congratulations to Matt for being recognized by a pro team.
PDR, I would settle for that Sens re-brand in a heartbeat over what they currently wear! The "300" themed soldier just looks too cartoonish for me. Bring back the old profile look and all will be swell.
Thinks the Trashers Logo would be sweet if adopted
Very nice! You're completely right, that is a great design for the Mallards, and very big props that he has been successful in his design ventures.
Hey, who knows? Maybe the new ECHL team in Hoffman Estates can contact him for their logo design. If he can make a freaking duck look intimidating (hint hint - Anaheim, I think you're overdue for an actual logo, contact this man), he could probably make the currently leading Hoffman Hammers look pretty cool, too (though I'm still hoping a different name is picked.....).
LOL at Crosby in a Mallards jersey.
Matt creater one of my favorite Islander looks and his Sharks rebrand was stunning
I'M STILL WAITING FOR THAT BLUES CONCEPT!!!!!
Definitely cool to see all his work again. Talented guy and all the best to him.
You can see all of his work in the archives at http://www.icethetics.info/nhltol/
I generally like most of his stuff, but I agree that some of it can look a bit too cartoony. Atlanta and Florida spring to mind, and even the Buffalo (while I love the logo) in that logo looks a bit cartoonish as well. However they look fantastic as logos and what great creativity and logo design making skills he has! Congratulations on getting a gig that he deserves.
Been waiting on that Blues rebrand for years....
Cartoony doesn't bother me. Sports franchises have a long history with cartoony logos. It's nice to see some deviation from the Angry Animal look.
pretty nice especially giving the isles a lighthouse in there damn logo they need that