Boy, Was I Wrong About the Jets

It happens to the best of us. Bloggers, I mean. We get stuff wrong. This afternoon I tweeted what may indeed live on as my most infamous tweet ever. In case you missed it, at 12:56 PM Pacific time I wrote:

Literally, within six minutes of that tweet, at 1:02 PM Pacific time, the Winnipeg Jets tweeted this:

It was precisely at that moment I realized my previous tweet would be nullified. Why would the Jets scramble to unveil their logo — perhaps the most highly-anticipated ever — with less than an hour's notice? That is, unless it had been truly leaked. And as promised, at 4 PM Central time the Jets' new logos were posted on their website.

It's at this point you might accuse me of trusting lousy sources. Let me be clear. I had no sources whatsoever. This is all on me. I had only my years of experience in studying and writing a blog about professional sports branding and marketing at my back. Did it fail me? Or did the Jets? Well, I can't answer that without bias.

Honestly, when I first saw the leaked photo, I instantly thought, "there's no way." This is an ownership group who's been so meticulous in its branding strategy. Certainly, they wouldn't be satisfied with marketing their franchise under such a bland mark. And let me say this in the clearest terms possible: Boy, was I wrong!

The title of this post has a double meaning. First, I was wrong to tweet what I did. I should've indicated that it was my opinion rather than making it sound like a fact. Second, I was wrong to think that this team would blow us away with its branding effort. I do stand by one comment in that tweet. What a joke.

Winnipeg logos unveiled / JetsAt this point, another paragraph of expressing my disappointment could easily devolve this post into an irritating rant. And that's not really my thing. So now that you know my opinion, I'll try to handle the rest of my review a little more matter-of-factly. I'll have to start with a direct quote from True North.

"True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity," said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. "We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to (Canada's) remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces." 

If they felt it was important to develop a strong new identity, then why didn't they? Shoot. Caught myself doing it again. Be objective, Chris. The logo has a silver jet aligned (to the north) with a red maple leaf all set within a blue circle. And the central element meant to draw your eye is muted and fails to do so. It looks like a secondary mark.

Speaking of which, the actual secondary mark is a lot better — for a secondary mark, anyway. It has all the elements you expect from a secondary mark. I like the wings and the hockey sticks. Unfortunately, it looks like the Molson maple leaf is here to stay with the Jets' new identity. Bummer.

To be quite honest, the wordmarks, like the rest of the identity, look rushed. True North took control of this franchise just 52 days ago and only officially decided on the name less than a month ago. So I guess it's to be expected.

I'm also perplexed by the addition of a different shade of blue for the "alternate wordmark." Perhaps a third jersey with a wordmark? Wouldn't put it past these guys at this point. Speaking of which, no date has been set for the jersey reveal, but I'm not holding my breath.

However... I'm sure most Winnipeggers will love it. And that's the important thing. A lot of folks dislike the new Lightning identity but I love it and I'm a fan. That's what matters.

I figured I should address one last thing. Many tweeters have questioned whether my disapproval of the new primary logo wasn't more about my being scooped (or wrong about the leak). I think it goes without saying, but I'm saying it just in case... of course not. This idea that Icethetics has to be first with this sort of news is a concoction of its readers.

I appreciate you all and your loyalty very much, but sometimes you set this blog on a pedestal it doesn't deserve. I'm often not first with this type of news and frankly, I don't feel I need to be. All I do is share what's already out there to a wider audience. (Plus, today was an especially busy day at work so I've only just now found time in my day to update the site. Some of you tend to forget I have that day job.)

Enter the Winnipeg Jets Unveiling Pool

Enter the Winnipeg Jets Unveiling PoolWith each passing day, is the lack of a Winnipeg Jets logo and uniform killing you? Icethetics has the solution!

Correctly guess the unveiling dates (and whether or not there will be leak), enter the Winnipeg Jets Unveiling Pool and turn your misery into a chance to win a small prize!

Play the Winnipeg Jets Unveiling Pool!

All the details about how to play (and how to win) can be found on the Jets Pool page. Be sure to note that once any official dates are announced or the official unveilings or unauthorized leaks occur, the game will immediately close and no more entries will be accepted.

The game page also has details on the prize. Look, I know it's not much but at least there is a prize, right? Hope you guys have some fun with this!

Update on Friday · Jul 22 · 2011 | 10:30 PM PDT by Chris

Today's unveiling of the Winnipeg Jets logos ended our pool. If you didn't enter before the team's announcement of the unveiling — Friday, July 22 at 1:02 PM Pacific (or 10:02 AM Eastern) — your entry will be discarded, per the previously outlined rules. (I wasn't able to deactivate the entry page until much later in the day. Sorry if that got your hopes up.)

Jets Pool prize (MacBook not included)In order to win, you have to answer all three questions correctly. We have answers to the first one only at this point. The logos were obviously unveiled today, July 22. And technically, there has not yet been a leak. The rules of the pool state that a leak of the logos or jerseys must occur at least 24 hours prior to the official unveiling. In the case of the logos, the leak was the same day. Whether the jerseys are leaked remains to be seen.

If you answered "July 22" for the logos, you're still in it. We began with 1,007 eligible entries and after eliminating those that predicted a date other than 7/22/11, were left with just 25! However, I also thought it prudent to eliminate anyone who predicted a jersey unveiling date on or before today's date. We now have just 15 entries still in contention! And all but three of them predicted there will be a leak of some kind.

Good luck to the 15 of you that are still in it! Hope one of you actually wins! (Or I'll have to concoct another game to give away this board game.)

By the way, I can't believe how many of you entered your birthdates in the logo unveiling date form. You guys are willing to give up way too much information to the Internet without actually reading first. You should be more careful. I know it's just a birthdate, but what's next? Social Security numbers? Just saying.

Update on Sunday · Jul 24 · 2011 | 1:03 PM PDT by Chris

A couple of you have asked to see a list of who's still in the competition. First names and last initials along with the predicted date for the jersey unveiling, listed below.

• Steve S. 7/26
• Richard W. 7/29
• Cory D. 8/1
• Dylan P. 8/10
• Corey F. 8/15
• John B. 8/23
• John G. 8/23
• Vahe B. 9/1
• Josh W. 9/1
• Bill F. 9/2
• Derek M. 9/2
• Mark B. 9/2
• Jordaan G. 9/2
• Chantal S. 9/10
• Michael D. 9/10

Good luck to the 15 of you!

Loose Threads: Leafs, Jets and the CHL

It's been a busy week on the blog. We've seen a new logo, two jersey unveilings, and oodles of new sweater numbers for recently relocated NHLers! And there's still more to talk about. I've collected a few items for you in a new edition of Loose Threads.

Berger Talks New Leafs Third Jersey

Maple Leafs concept by Jeff Veilette / LeafsHQThe Toronto Maple Leafs will get a new third jersey next season and that's become a hot topic again.

It's been reported in each edition of NHL JerseyWatch 2011 that the Leafs will replace their current white alternate sweater with a new one. But like the old one, it will borrow from the club's past.

Howard Berger, who covered the Leafs for FAN 590 in Toronto until last month, wrote about it Thursday on his new blog, Berger Bytes. (Hm, clever.) He said it "will look very much like the jersey the club wore at Maple Leaf Gardens on May 2, 1967 — the night it last hoisted the Stanley Cup."

In other words, like this concept (right) created by Jeff Veilette of LeafsHQ in April 2010. You'll notice the distinct watermark. However, despite this, I've been getting tweets and emails telling me Berger leaked the new Leafs sweater. He hasn't.

Don't get me wrong, I fully trust that this design or something similar will basically be what the new third jersey looks like, but don't be confused in thinking that this is an actual photograph of it. It isn't.

For a little background, Berger was a helpful in providing early details of the first Reebok Edge third jersey designs back in 2008. While some of his descriptions were slightly inaccurate — which can be attributed to the low quality images he was describing — he was mostly on the money.

Personally, I was hoping the Leafs would go with the 1970s/1980s look for the new third and, admittedly, my reporting was slanted because of that. But most of the trustworthy rumors I've read have said this 1967 design will be the one. Not that that's a bad thing. We get to bring an old logo back from the dead.

Jets Prepare to Unveil New Logo

It's a sentiment I share with many hockey bloggers, but it feels so strange talking about the Winnipeg Jets in the present tense again. Strange indeed, but also true.

On Thursday, Canada's National Post reported that the Jets were close to completing their new brand and nearing the point of releasing it to the eager public. You can read the article for yourself, but if you just want the bullet points, here you go:

• Final tweaks are being made to the logo and jersey designs.
• The new Jets logo will look "dramatically different" from the old one.
• Anyone who prints anything NHL-related is breathing down True North's neck to finally release a logo. (This includes Upper Deck, who can't print trading cards yet.)
• The new Jets jerseys will be ready by the time Canucks' rookie camp starts on Sept. 11. (Probably with an unveiling a week or so before that.)

So, here's my read of the situation. We'll be lucky to see the logo by the end of July. It's possible, but knowing the way the design process tends to go, it'll be a couple more weeks yet. They don't want to rush and make a mistake with so many eyes watching. I expect we'll see the new Jets logo in early August.

As far as the jerseys, I'm anticipating late August to early September for the unveiling. This is a little trickier than the logo. Most fans are impatient and don't understand what goes on behind the scenes in a situation like this. With so many fans desperate to get their hands on a jersey, a leak would be disastrous at this point. Why? It boils down to knockoffs.

They need jerseys to sell to fans the minute the design goes public. Otherwise, they risk counterfeiters being able to throw together their cheap crap faster than Reebok can manufacture the real thing. The bottom line is they don't want someone else stealing their money. Would you?

If you don't see this as a problem, you may lack critical thinking and reasoning abilities. (Sarcasm, folks.) Just accept it and try to have a little patience. The logos and jerseys will all be out soon enough. It's like Christmas Eve right now. Why not enjoy the anticipation of it all a little bit longer?

Blazing a path to the CHL

The Central Hockey League has welcomed the Bloomington Blaze as its newest franchise for the 2011-12 season. This team is not be confused with the now-defunct Bloomington PrairieThunder, who played in the CHL last season after the International Hockey League merged with it a year ago.

Basically, the PrairieThunder folded after last season and the Blaze are a new franchise with new ownership — though they just hired the same coach. The team has not yet unveiled a logo and doesn't even have a website I can direct you to. I'll try to keep an eye on it, but it is the CHL.

Speaking of the CHL, the Rio Grande Valley Killer Bees — the only hockey team I know with five words in its name — have unveiled a new logo. And by new, I really just mean simplified. I'll leave you with a before-and-after image as I wrap up today's post.

Rio Grande Valley Killer Bees unveil new logo