Archives for posts with tag: Canada

Identical design used from 1986-2009.

That’s right. And on trucks, school buses and snowmobiles. The best damn license plate ever. The newer ones are more flashy, yet still in the shape of Ursus maritimus.


Crippled by mediocre design.

Pluses: So excited to learn from my Winnipeg friends that the Jets were heading due north. They never belonged in Atlanta anyway. Ecstatic they kept the name (it had so much going for it if only they had picked up from where they left off). Happy to hear St. John’s, Newfoundland and Labrador now have something to scream about.

Minuses: Disappointed that Reebok did not come up with something more inspiring and/or the hat trick of brand identity decision makers (NHL, Reebok and True North) chose something as flat and still as the Canadian prairie. Don’t get me wrong…flat and still are great in the right context. This is not that.

As a former competitive ice hockey goaltender, I feel I have earned some modicum of opinion with respect to design and the role it plays in jumpstarting brand loyalty. Supposing I am a circa 2011 Jets player, when I put on this jersey, does it inspire me to play better, to win, to be a great teammate and sportsman? Does it give me butterflies to don this logo-ed gear? Do I feel proud wearing it? Do I want to send logo-ed wearables to my friends, family and fans? Do I slap a sticker on my car or a patch on my jacket? The answer to all the above is a resounding no. The CFAC deserves a more soulful, more choreographed shout-out.

Furthermore, the tagline, “Fuelled by passion,” (yes, with a double “l”) is as crash-and-burn as they come. It’s so “done,” so “obvious,” so ‘90’s. The team and Winnipeg merited a full-throttle brand identity rather than what they got:  a watered down, emotionless, superficial, “designed by committee” knee-jerk “solution.” There are a lot better ways to say “jets” and all the positive associations it has going for it than slapping one on a logo. In fact, in the name alone, you have already said it, so the illustration is redundant! This is an example of a lost messaging opportunity a.k.a. dumbing things down. Now, I’m not advocating a ubiquitous, meaningless swish or swoosh to show energy, motion, tactical superiority, finesse, speed, etc., but that winged thing just looks parked on the tarmac. And, if they had to get the blessing from Toronto to use the maple leaf as a secondary design element, that alone means it was/is too close to the former’s logo in the first place. The dismal lack of fortitude to be original is a shame.

Management, you want game shut-outs, not fan shut-outs! The first puck of the season has not even dropped, and I’m not feelin’ it.

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