What's in a Third?

Monday is here again. But while you guys are headed back to work or school, I'm probably in a casino wondering what time it is or something like that. Not to rub it in or anything.

Here we are at the fourth of five auto-posts featuring all new concept art from talented Icethetics artists. Today's theme is another fan favorite — third jerseys. Several of you have come up with ideas for alternate sweaters based on what's actually being worn in the league right now. Let's get started.

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Ryan Haslett	The Pittsburgh Penguins are up first because we're pretty sure they're actually getting a new third jersey next fall. Folks keep saying the powder blue sweater is on its way out. Personally, I think that paves the way for an '80s style third reminiscent of the Mario Lemieux/Jaromir Jagr days, but I digress. Ryan's got a whole new set of jerseys here which includes a black third loosely based on the team's earliest NHL days — sans the blue, of course. But it might suffer from the same problem that Bruins currently have. That being both the home and alternate sweaters are black. One of them needs to be gold (I'm speaking both about the Bruins and Penguins). Gold will solve all their problems.
Charles Cadieux	Also in the east, the Canadiens introduced — or should I say re-introduced — a handful of vintage sweaters to celebrate their 100th anniversary. They started last season and continued into this one. One of the favorites was the blue one with the big white C. I believe Charles' attempt was to turn it into a third jersey but putting the classic CH we've all come to know and love, front and center. I'm torn. Part of me likes it because it means this jersey could stick around. But the other part of me says it's just wrong.
Brian Brideau	Moving ever westward, we now land in Nashville. The Predators have discussed making wholesale uniform changes to just simplify. Brian, here, thinks they'd be wise to just make a light version of the new third jersey and go with it. He's saved them the extra steps by having already designed it. This is hard not to like and the Preds are in need of some jersey overhauls. This could just be the ticket. The only thing I'm not sure about is the triangle on the white jersey. It's not necessary to making the logo stand out and it actually takes away from the simplicity effort. That aside, these are top notch.
Chris Fraterrigo	Sticking to the direction of the sunset, Chris Fraterrigo thinks the Avalanche could use a uni redo. And ever since the Age of Reebok was ushered in, I can't say I disagree with him. In this new set, the "modern" striping elements are gone. Instead, the simple striping from the new third jersey is carried over to the home and road shirts. And the alternate here is simplified losing all striping — which actually doesn't hurt it. I'm a big fan of incorporating the black into the burgundy sweater. However it's not done as well on the white one here. Overall, though, a solid look. The only thing I might add is some striping around the bottom — just so it doesn't look like a t-shirt.
Uncleben	At last we find ourselves as close to the west coast we're going to get today. I think the Coyotes have a pretty decent third as it is and this one may be a little cluttered. Still I'm a big fan of that paw logo and traditional jersey striping. It has its pros and cons. But the largest con is probably the use of the Maple Leafs' lettering and numbering. Huge no-no. But we won't crucify anyone for it. We just don't want to see it on a real Phoenix jersey is all.

One more auto-post to go! You'll see right here tomorrow morning at 9. But at this point, my concept art reserves are beginning to dwindle. If you've thought at all about dipping your toe into the artistic pool, email your designs to me at icethetics@gmail.com.

Strauss NHL Rebrand V

It's Sunday morning and that means I just officially tied the knot! Though nothing's really changed. My new wife and I have been together for a long time. This was just a formality, really. Anyway, I'm certain we'll be enjoying ourselves today.

This is the third of five auto-published concept posts — each with it's own theme. We've covered Freak Out Friday and Rebranding. Today our subject is rebranding once again but in the form of Part 5 of Elliott Strauss' NHL rebranding project, featuring the Ducks, Blackhawks and Flyers. Elliott's descriptions appear in bold text.

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Elliott Strauss	Anaheim Ducks This features a new color scheme with a dark shade of green and a brighter orange.  The logos are simplified, getting rid of white outlines around the D and the inner webbing. The jerseys have a modern, wavy feel. The Anaheim Ducks are probably one of the teams most in need of a rebrand. Unfortunately, aside from adding a welcome green to the palette, Elliott hasn't really fixed the main probably — the primary logo. While the D is a refreshing change of pace, I'd really like to see some kind of duck mascot. Logos aside, the jerseys are very distinctive — just what the doctor ordered when you're talking about a rebrand. Let's hope one day the Ducks do move in this direction — even if it's only on a third jersey.
Elliott Strauss	Chicago Blackhawks I tweaked the logos by dropping all the excess colors in the feathers.  The tertiary color is now an orange-yellow. The jerseys are really just an attempt at consistent striping. The simplicity in this design actually wins points in my book. While many of you would say the Chicago Blackhawks' logos and uniforms are perfect as is, I would disagree (as you well know). This simplification of the color palette is a welcome improvement. But while we're at it, I say the Hawks revert back to the old vintage logo found on the Winter Classic and alternate jerseys.
Elliott Strauss	Philadelphia Flyers Originally this had striping wrapping all the way around the chest, but I simplified things while making the design a little more modern. The logo is NOT the sharp-winged logo that Flyers fans insist on. I figured that since they use the curved wings on all merchandise, it might as well be on the jerseys too. The secondary is the old Zephyr X-line hat logo, I believe. As mentioned in yesterday's post, Elliott is correct about the F logo on the Zephyr hat. Other than that, he's kept things pretty straightforward and simple. The one element I really like is the orange numbers on the black third jersey. That is a Halloween jersey if ever I saw one. The striping on the front of the home and road sweaters is a nice change of pace too, yet doesn't lose the classic feel that goes along with the Flyers.

That's actually all I have from Elliott at the moment. I'm anticipating he will send along the other half of the league in the next few weeks. Until then, we have two more auto-posts left before I get back from Las Vegas!

Rebranding the East

I'm sure I'm enjoying Sin City right about now. And I'm sure you guys are enjoying these daily concept posts. This is the second of five auto-posts and today's theme is rebranding.

Rebranding has become a very popular topic among Icethetics concept artists — giving a complete uniform and logo overhaul to a given team. Sometimes the overhaul is drastic and sometimes it's subtle. But it usually results in something better than which actually exists.

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Robert Giannone	We start with Robert Giannone's rebranding of the Philadelphia Flyers. Robert isn't looking to replace the classic P logo so much as give it a nice complement that could be used as a shoulder page, third jersey crest or merchandising mark. He's created an F lettermark based on the P used on the team's old orange alternate sweater. And he's put an awful lot of work and thought into it. He's had patches embroidered and attached to an actual Flyers jersey as well as a cap. They don't look out of place at all. So I'm completely with him — that is until we get to his wordmark. That's where you lose me. That does not say Flyers at all. To me, it says graffiti. But aside from that, I like this logo, and although we've seen versions of it before — and by that I mean this Zephyr X-line hat — it's always nice to see someone putting some effort in. You can see more of Robert's work on his web site.
Ryan Broda	Next, Ryan Broda offers the Atlanta Thrashers a newer look. He's kept the same color scheme and wordmark but has made some adjustments to the other logos — ridding them of the primary mark often ridiculed as looking like a bird stirring itself into a bowl of soup. Ryan's kept the strongest element of that design — the bird head — and has added some additional details to the logos to make it look a little meaner. It's a very sharp concept.
Julian Kazmierczak	Julian offers us something a little different for the Ottawa Senators. He's decided to drop the gold completely and stick with the black and red which were most prominent when the Sens first existed in the early 20th century and were later revived in 1992. The logo is back-to-basics but the striping may be a bit much. Overall, however, I think he may be on to something. It's simple and isn't that what we've been wanting ever since the beginning of the Age of Reebok?
Matt Marczel	I've got one more item to share today. This comes from the always prolific Matt Marczel. However, Matt hasn't so much rebranded the Capitals here as offered up a third jersey to die for. Every time the topic comes up, we look for ways of getting the Caps into a blue third jersey with the Weagle heavily featured. This does that in the best way. But better yet, I'd vote that this be the primary home jersey. And even if we can't have that, what about putting the Weagle on the front of the red jersey? The Capitals have a brilliant logo here and it seems to just be going to waste.

Excellent work by all of these artists. They should be proud. And you should come back tomorrow for more concept art.