Strauss NHL Rebrand IV

It's time for another installment of the concept series by artist Elliott Strauss. In this edition he takes on the Buffalo Sabres, Tampa Bay Lightning and Calgary Flames. The artist's descriptions appear in bold text next to each set.

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Elliott Strauss	Buffalo Sabres I updated the logos, taking the B from the shoulders, changing the shape, and crossing the swords that are also on the shoulder logo on top of a circle.  The jersey plays on the theme of their Winter Classic jerseys: striping that switches its direction from hem to arms. The alternate is a retro design. The Sabres have long been a staple of Icethetics concept art. The problem is that ever since 1996 when they ditched the blue and gold, fans have been unhappy. Fourteen years later, the message finally seems to be getting through to team management, but we'll see how that goes. Elliott has a great concept here, mixing the old with the new and keeping the classic logo alive on the alternate sweater. Personally I always loved the logo on the red third jerseys and this harkens back to that.
Elliott Strauss	Tampa Bay Lightning Hopefully here you see an obvious throwback to their pre-Edge uniforms with the simple two solid stripes at the base. The shoulder designs get a little more abstract. A very miniscule amount of silver is found in all three unis. The primary logo is slightly tweaked and the new wordmark I tried to make very jagged to match the nickname. As a Lightning fan, I have my own thoughts on this one, which I'll try to keep to a minimum. First, I think the current secondary should be the primary mark. It doesn't need the text if you ask me, tweaked or otherwise. And for that matter, the wordmark needs some adjustment. This isn't a criticism of Elliott so much as the team itself. Not the best choice, if you ask me. Regarding the jerseys, I like the striping, but the font isn't quite suited — or perhaps it would just require some getting used to. Mainly, though, I'm glad to see the lightning bolt sill on the pants.
Elliott Strauss	Calgary Flames Black is dropped here as I wanted to get a more retro feel the jersey. But the design has some modern influences in the angled patterns — reminiscent of the old Pens jerseys. The Flames are a team with an established visual identity that is difficult to improve upon. The Flaming C will last longer than a lot of other NHL logos which is likely why Elliott saw no point in changing it. He mixed elements of Calgary's pre-Edge uniforms and I think it really works. However, I'm not sure there's any way to beat the classic '80s jerseys that the Flames pulled out as a 30th anniversary tribute this season.

In Part 5, Mr. Strauss tackles — you guessed it — the Blackhawks, among others. In the meantime, check back for new concept art. I plan to have new posts here several times a week.

Fixing the Cats' Thirds

Hope you're enjoying your morning. I've got some new concept art for you as part of the re-launch of the Icethetics concept format. From now on, I expect to have more frequent posts with fewer items.

Today, three artists take a look at what the Florida Panthers' probably should've done with their new third jersey this season. Dark blue has been done. And just because you add a new color to your arsenal doesn't make it acceptable.

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Peter Cabral	This is probably closest to what the Panthers should've done — and it's the closest to what they actually did. It keeps the rounded shoulder yoke intact as well as the new logos. The only major change is to the color of the sweater itself — and they need to bring back the red. One other neat change is the gold. It works really well with those shades of blue and red. But you may prefer the current yellow. For an idea of what that might look like, look no further...
Chris Fraterrigo	That's the true Panthers gold. But personally, I think either way you go, red is definitely the winner here. The point of the alternate uniform is to show off some colors your home crowd isn't used to seeing. They skirted that with the powder blue splashed about. I'm not saying Florida has a bad third jersey, because that couldn't be farther from the truth. I just feel like they missed an opportunity to return to their roots a little. The Cats wore red for years. As a matter of fact, their first blue sweater was a third.
Glen Cuthbert	This last one may be the best version. While it's differences are slight, they are significant in their simplicity. First, drop the gold. Just because it's a third sweater doesn't mean it requires a third color. Red and blue work perfectly and separate the sweater from the home and road jerseys. Second, the circle around the new panther head is not important and while to some it may elicit the feel of old-time hockey, all it really does is paint itself as a Penguins/Wild/Blues copycat. Still, it may need a white stroke to help it stand out a bit more on its own. Everything else works. The striping is great as well as the shoulder yoke and new logos. There's nothing else I'd change.

And that wraps up the first edition of the new concept format. Hope you enjoyed it and I hope you enjoyed all your awesome Christmas presents this morning!

Strauss NHL Rebrand III

The new concept series in which designer Elliott Strauss takes on the immense task of creating the ideal look of the NHL now continues. All 30 teams will receive his rebranding treatment — some with big changes, others small changes — all, hopefully, for the better.

In Part I, Elliott took on the Capitals, Coyotes and Panthers. Part II, saw updates for the Oilers, Red Wings and Thrashers. This time it's the Penguins, Maple Leafs and Stars.

The bold text below are Elliott's own descriptions.

Pittsburgh Penguins

The logos are all new. I tried to create a dramatic-looking penguin on Pittsburgh's signature triangle. Vegas gold is gone and yellow is back.

An igloo is featured as a patch logo and the jerseys pay tribute to the sweaters from the early '90s. The alternate brings in elements from the mid-00s triangles and also the new triangle featured in my logos.

Certainly a menacing penguin and the classic design is hard to beat. However, it does leave a little to wonder about in terms of logistics.

I like the idea of a yellow third, but is it dark enough that the opposing team could wear white? And while the two-tone jersey numbers may look cool, they don't quite meet their practical responsibility which is legibility — not to mention the nightmare for the person in charge of customizing each sweater.

Despite that critique, though, I am a fan of this look for the most part. By switching to Vegas gold, the Penguins weren't giving themselves the shinier look you'd imagine but rather desaturating their color scheme. It looks horrible and needs a change.

One thing I do like about the Penguins' current design is how they've stepped out of the box with the third jersey in using an entirely new color scheme. Even the Panthers only changed one color. The Pens went all the way.

Toronto Maple Leafs

The jerseys aren't much to speak of in terms of changes but I did come up with a new logo package. The leaf is spiky and help forms a T. The shoulder patch is a portion of the iconic CN tower behind a blue version of the Canadian flag.

This will probably end up being one of Elliott's most controversial designs if for no other reason than the sweeping logo changes.

However, the simplicity is hard to argue with and while it breaks from tradition in a big way, I don't think it's for the worse.

The one change I'd make is to dull the corners of the leaf — make them not so sharp. Then when you squint at it, it kind of looks like the Toronto Arenas shield.

Maybe it's just me.

Finishing up in the south with some not-so-sweeping changes in Dallas.

Dallas Stars

Since they seem to be more inclined toward black these days, I left black as the primary jersey color and switched up the logo a little bit. The chest mark is simply a star on top of Texas.

For the striping, I tried to make it in such a way that the gold looks best with the two colors — I'm not sure about a specific thought process.

The alternate eliminates the black and has stripes similar to their current uniforms.

I think Elliott was definitely going for a look that evokes the Stars' early days in Dallas. Apart from the sleeve stripes, it's almost a dead ringer.

I like the green third. It's something Dallas has struggled with in the Age of Reebok. I still think their best jersey was the green one with a giant star that was once an alternate.

Unfortunately, the Edge stifles that sort of creativity. Am I bitter? Never.

I'm aiming to get Part 4 posted within the next week. It will feature my Tampa Bay Lightning among others.