Strauss NHL Rebrand II

We recently began a new concept series in which designer Elliott Strauss takes on the immense task of creating the ideal look of the NHL. 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. Today, it's the Oilers, Red Wings and Thrashers. We start with Edmonton.

The bold text below are Elliott's own descriptions.

Edmonton Oilers 

I took a rarely used logo — the one from a shield with a gear and oil drop — and played with some elements to create a new primary mark.  

Uniforms are simple, inspired by the old blue and gray alternates. The wordmark is featured on the alternate.

I think most Oilers fans would agree that the new Reebok Edge jerseys need to go no matter what, and that old blue/orange combo of the '80s and early '90s is impossible to avoid.

The more I think about it, the more I think that vintage design should be an alternate worn on special occasions throughout the season.

And any attempt at joining the Thrashers and Stars with text and numbers on the front of the sweater should be nipped in the bud. Still, overall these are solid designs.

Now the one you've all been waiting for.

Detroit Red Wings

No logo changes. The uniforms are new, but from the stands you probably would barely notice. You can't do too much with the Wings.

This is one instance where I have to disagree with Elliott. I've posted many Red Wings concepts over the years but most have been met with rejection and disdain.

I think that's a mental block. We can improve upon the Red Wings' logos and uniforms but we choose not to out of a misguided reverence to tradition.

It's undeniable Detroit has a signature look and is one of the most recognizable teams in the NHL, but the idea it can't be changed without ruining years of history is silly.

Still, it would be nice to one day see the Wings add a third jersey — just not their 2009 Winter Classic one.

Atlanta Thrashers

The cereal bowl logo is simplified, as is the color scheme, orange and maroon are no more. The jerseys are pretty modern and put a heavy emphasis on the bird head pattern.

The changing crest logos from home-away reference the franchises' original uniforms.

The Thrashers are suffering from a color overload so this simplification is welcome. I did prefer the baby blue jerseys as alternates but I was always a fan of the asymmetrical sleeves — though I know I'm in the minority among Icethetics readers.

Each team should have an element to its uniforms that stand out and separate it from the rest. Slightly altering striping patterns usually isn't enough to create a unique identity. That's one thing the Thrashers achieved with the ATLANTA text down the sleeve.

And they can't get rid of those maroon third jerseys fast enough for me. I think Elliott just about hit the nail on the head with this concept.

Coming up in Part III, the Maple Leafs get a major makeover.

Strauss NHL Rebrand I

We're kicking off a new concept series today here at Icethetics. Designer Elliott Strauss has been on a mission to rebrand the NHL for the better. Some teams need sweeping changes, others not so much. For the 10-part series, Elliott set out with the following goals:

• Get rid of Reebok EDGE motifs like useless piping (Panthers), piping that randomly stops (Flames), unmatching home/away templates (Wild/Thrashers), awful-looking templates (Sens third), and teams with the same template.
• Come up with some brand new modern designs and make sure every team has a distinct identity.
• Pay attention to detail with fluid identities that feature striping that both makes sense and is consistent.
• Keep tradition when necessary.

I think Elliott is on the right track, for the most part here (though I may disagree with the need to make home and roads always match). Distinct identities, attention to detail and tradition are all important aspects to NHL uniforms. Let's see how they stack up!

All bold text in this post is in Elliott's own words. Artwork MAY NOT be reproduced without permission.

Washington Capitals

The colors stay the same, but the logo is new as I took the U.S. Capitol dome and combined it with a red star and circle — my version of the pre-Ovechkin primary.

Uniforms are a little top heavy but pants stripes help balance it out. The alternate is somewhat similar to the Capitals' current home, thought I thought the Weagle logo made a better crest.

A great start to this series. The only change I would make is to swap the home and third jerseys. To me, the Caps will always be red despite their late-90s identity crisis.

That Weagle as a crest is an incredible look that Washington needs to take advantage of one of these days.

Phoenix Coyotes

The sand color is darker here throughout the Coyotes identity.

With the jerseys, I wanted to move away from the extreme traditional look a little. Notice that the stripe on the bottom of the hem forms the same design between the jersey base and the pants as is on the arms. For that reason, the pants color had to change.

The road uniform is sand — just something different.  The crest of the alternate is based on an old patch they had when they still wore purple and green.

Another inspired concept here. I think the only missed opportunity was the sweater numbers. The rest of the design really works — even the non-white road sweater.

Florida Panthers

I took the Panthers' logos and updated them to be smoother and more intense.

The uniforms play heavily on the claw motif — even slight claw marks on the numbers.

The alternate relies on the contrast between navy and red.

The Panthers have had great uniforms since their inception in 1993 — at least until the Age of Reebok. What Elliott's done brings them back into the 21st century.

The jerseys are sharp and so are the logos. Very nice work as we wrap up this series debut.

Elliott Strauss is a talented artist whose work has been seen previously as finalists for both the USF Ice Bulls and KractIce logo projects here at Icethetics.

We'll certainly see more from him over the next several weeks.

In next week's edition of the Strauss NHL Rebrand, prepare for teh Oilers, Red Wings and Thrashers.

IX: Oddball Parade

As most of you noticed, I took the past week off. Plenty of stuff to talk about but not enough time to write updates. So I made a change. The Concepts section is now the Icethetics home page — rather than the blog. The blog is still there but now you'll find it in tab bar at the top of the page.

Over the past week while I was away, a fair amount of concept art came in — some worthy of posting, some not (for various reasons). But for the most part, it was all pretty odd. Tonight, we're taking a look at it.

We'll start with the Canucks in a combination I don't think we've ever seen here before.

Tristan Parfect

Last week I posted a Vancouver concept after which I mentioned the Canucks had never before worn a red jersey. Naturally, I was inundated with emails telling me how wrong I was. So I should explain. That mid-90s third jersey you're all referring to — I consider it orange and black, not red. Fine line? Maybe. Let's move on.

The New Jersey Devils announced over the summer that they're planning a special green-infused throwback jersey for St. Patrick's Day 2010. But what could be more fitting than the Boston Bruins going green for St. Patty's?

mcskilz

That same artist also delivered a pretty shocking concept for a Rangers third.

mcskilz

You know, I used to like that Lady Liberty logo. Yikes.

I know none of us can really imagine the Red Wings making a major uniform overhaul, but consider these for a moment.

Paul Chamberlain

Then quickly wipe them from your memory.

I also have an announcement coming tomorrow relating to a new concept art series that's starting soon. Remember the old days of Matt (aka GhettoFarmBoy) and his incredible NHL rebrands? If you don't, I highly recommend catching up. (Hint: No, he's not back... yet.)

Check back tomorrow for details on this new series.