Professional Concepts Revealed

It's a rare but always welcome treat when we get a peek at the hidden process of branding NHL teams. For whatever reason, we all have a unique interest in this aspect of marketing, and naturally, we usually only see what they want us to. Every once in a while, though, we do get a look behind the curtain.

Kings logo evolution / The Royal HalfThis morning, Los Angeles Kings fan blog The Royal Half posted some required reading for any Icethetics regular.

Chris Kontos interviewed Dan Simon, the creative director behind one of the most memorable third jerseys in NHL history. He had a lot of fascinating revelations about the process, including why he wanted to distance himself from the project.

Other cool tidbits: Why the beard was never meant to be purple. Why the sweater featured horrible gradients. Plus, see some video from the alternate jersey's debut, 15 years ago today — against the even more memorable Mighty Ducks third.

Anyway, it's a very fun read and I highly recommend it. It also provides the perfect opportunity to post some items I've been hanging on to for a little while.

Original Blue Jackets logo / Ken LohThe designer of the above Kings logo, Ken Loh, was also the mind behind the Columbus Blue Jackets original insect logo.

Mercifully, this logo was replaced by Loh's secondary mark in time for the uniforms to be designed. The little bug head, however, still took a place on the shoulders.

And for what it's worth, I always liked the electric green because it made the team stand out. Guess it was just too revolutionary to survive. But if you think you've seen it all, prepare yourself for this.

Blue Jackets mascot / Ken LohAccording to Loh's portfolio, this was going to be the full-body version of the bug — not that we ever needed to see that. And let me be clear here. Ken Loh is obviously a talented artist. I just don't think an electric green insect necessarily has a place in the National Hockey League.

His online portfolio also contains colorful concept logos and uniforms for the Carolina Hurricanes (rust/purple/gray) and Philadelphia Flyers (orange/teal). You might be surprised by what you see there.

And while we're on the subject of the Blue Jackets, the team took it upon themselves to show off some of the concepts considered for the new third jersey, launched in November.

Alternate logo concepts / Blue JacketsThis video on the club's website explains what was involved in designing the new sweater. But most notably, it gives us a glimpse at some of the initial logo designs that were shown to focus groups.

We're now familiar with the cannon logo they ultimately chose, but it's interesting to see some of the other options they thought about, including the crossed cannon, the simple CBJ mark, and — taken right out of the Wild/Penguins playbook — the primary mark encircled by the club's name.

It seems they had their minds made up about a circular logo pretty early on in the process. And notice that in each of this displays, there's an option without red — bringing back the steel blue from that original 2000 insect logo.

And there last thing I wanted to leave with is what terrible manner of thing could've happened to the Mighty Ducks of Anaheim back in the early '90s. I think this image was originally posted at Uni Watch but later showed up in my email.

Update on Thursday · Jan 27 · 2011 | 5:23 PM PST by Chris

For those of you having trouble accessing Ken Loh's portfolio in the link I provided earlier, I'm adding a couple of images from his site to this post just so you can see his work.

First, here's what he has on display for the Philadelphia Flyers.

Flyers logo and uniform concept / Ken Loh

Whether you like it or not, there's no denying that it would not have been out of the realm of possibility in the mid-90s the way it would be today. Even with the non-traditional teal in the mix.

The other can't miss element of Loh's portfolio was designed with the Carolina Hurricanes in mind.

Hurricanes uniform concept / Ken LohAgain, he's a very talented artist but this certainly does not fit within the branding standards of the NHL. And those colors are definitely one of a kind. Instead, the Canes just look like the Devils.

It's not clear on Loh's site whether these are just concepts he toyed with or actual artwork submitted to and considered by the league and aforementioned teams.

I just have to ask Flyers fans... could you imagine your team wearing that half-teal/half-black jersey up there? Take yourself back to that era when you think about it. Remember the Kings and Ducks, and that the Lightning were wearing rain and lightning bolts down their sleeves.

What a time that was. I'm sure it'll all come back again some day.

Kings Third/Throwback Sked

The Los Angeles Kings have a pair of alternate sweaters that will be used sparingly throughout the 2010-11 season. And LA Kings Insider blogger Rich Hammond provides us with the dates.

First, the black and silver third jersey will see action for 10 home games this year. It occurs to me I should've been doing this all along with these third jersey schedules, but here's a link to the Kings third jersey gallery.

The schedule is as follows:

• Tue., Oct. 12 - vs Atlanta
• Thu., Nov. 11 - vs Dallas
• Sun., Dec. 26 - vs Anaheim
• Sat., Jan. 1 - vs San Jose
• Thu., Jan. 20 - vs Phoenix
• Thu., Mar. 3 - vs Phoenix
• Mon., Mar. 7 - vs Dallas
• Thu., Mar. 24 - vs San Jose
• Sat., Apr. 2 - vs Dallas
• Wed., Apr. 6 - vs Phoenix

The Thrashers stick out like a sore thumb on that list. Seems like outside of that first game, the Kings are pretty much sticking to divisional rivals. All three home games against the Coyotes and Stars will see L.A. sporting the black and silver.

But wait, there's more.  The Kings will also be wearing a purple and gold retro sweater for a handful of games — one of which was their season opener against the Canucks. I recommend a look at the jersey gallery.

Here is how that 4-night schedule shakes out:

• Sat., Oct. 9 - @ Vancouver
• Sat., Jan. 15 - vs Edmonton
• Thu., Feb. 24 - vs Minnesota
• Sat., Mar. 19 - vs Anaheim

That takes care of the third home game against the Ducks. The Sharks will be the only Pacific Division team to see the Kings in black and purple at Staples Center.

Thanks to Howard B. for the link.

A Beautiful Sight

There's no news here. I just want this picture to be the first thing Icethetics visitors see for a little while. Color is slowly making its way back into the NHL. Because here's what this game would've looked like on any other night:

So enjoy it.

Kings Unveil Vintage Jersey!

Kings' throwback sweaterWithout a lot of fanfare, the Los Angeles Kings today unveiled the throwback jersey they will wear occasionally during the season.

The new uniform was revealed via the team's website this afternoon. Unlike the retro gold jersey we saw the Kings give to their first round draft pick in June, this one is purple.

The sweater's design is simple, a replica of what the club wore during the 1970s. It features a single heavy gold stripe around the waist and sleeves along with the classic crown on the chest. Click here for a rendering of the full uniform.

In their press release, the team acknowledges the throwback jersey is being used on Saturday to commemorate 40 years of competition with the Vancouver Canucks, who entered the NHL in 1970. This year is the Kings' 44th.

The release also confirmed the jerseys would be worn again at home during the season:

Saturday’s game at Vancouver will also help kick-off off a special “Kings Legends Series” planned for later this season at STAPLES Center. As part of this series, the Kings will again wear their special vintage jerseys on three future home dates while honoring three distinguished former players. Legends Series dates and honorees will be announced at a later time.

For more pictures of the jersey, including photos of players breaking in their purple and gold gear at practice, make your way to the Kings' website. You can also find a page on the Kings' uniform history.

Sneak Peek at L.A. Prototypes?

Kings prototype jerseys?A couple of Los Angeles Kings fans say they got a sneak peek at what might be prototype jerseys.

One reader sent in this photo (right) in which we see two white jerseys draped over a couch in Luc Robitaille's office at the team's practice facility in El Segundo.

Robitaille is the Kings' president of business operations. And the sweaters feature the logo currently in use on the team's black third jersey. The anonymous shutterbug included the following in his email to me:

They're white versions of the Kings current third jersey. One is an inverse version and the other has the colors reversed on the arm bands. I actually think the silver band with black trim looks really sweet.

You can see a pair of matching socks underneath as well. Looks like maybe the Kings are thinking of switching their black thirds to full time home jerseys at some point, with these as the road version. I sure hope so; these look great.

If these are in fact actual NHL prototypes, the Kings wouldn't be the first team to be going retro, as that's become a welcome fad as of late. When this crest was introduced in 2008, it was meant to evoke the team's black-and-white era of the late '80s and '90s. So what's going on here? Are the Kings looking to drop the purple again?

Here's another theory: Maybe the NHL is considering going back to whites at home. Many fans want it. The league designated white jerseys for road games beginning in 2003. (That was also the year that broke hockey — they switched the jerseys, my Lightning won the Stanley Cup and then all NHL hockey ceased for more than a year!) 

If the league were to go back to whites at home, it might be wise for some teams to have a white alternate uniform as an option. And if these jerseys do ever see the light of day, it will be until 2011-12 at the earliest. By the way, I have absolutely no basis for this theory.

Photo by Kasey SpatzIf anyone can make out details in the photo and wants to take a shot at some concept art, I'd be happy to get it on the site.

One more Kings thing. While they still haven't given us any official details, there's more evidence that that team will be wearing throwbacks on Saturday night for the season opener in Vancouver.

In this photo (right), presumably taken at the same facility as the one above, Kings D-man Matt Greene is breaking in his purple and gold gloves during training camp.

Thanks to Josh for sending this in!

By the way, in case you missed the link earlier, there's an article in the New York Times today about the return of retro sweaters to NHL hockey. I was interviewed and quoted in the piece, and Icethetics gets a shoutout!