Hockey Narrative: Winnipeg Jets' New Logo

A sports team's logo is very important for its fans. The team logo represents in a single image all the hopes, memories and frustrations that a fan has experienced in his relationship with the team. The logo is a call to arms. An image that the fan can use to advertise his commitment to the team. An unspoken challenge to opposing teams and their supporters.

A team logo that has existed for decades becomes iconic and fans could not imagine it being otherwise. All six of the original NHL teams have logos that are instantly recognizable and elicit numerous emotions for fans of the teams and hockey fans in general. Their logos are classic, relatively simple and memorable.

Does this assessment come from an objective analysis of the logo designs or because the logos have existed for so long and become so much a part of each team's history? Probably a bit of both. And it is important to note that even the original six logos have been tweaked somewhat over the years though all have maintained their essential original look.

Winnipeg Jets Fans Await Team's New Logo

After the outpouring of opinions from fans in Winnipeg made it overwhelmingly clear that they wanted their city's new NHL team to be named the Jets, the team owners did the smart thing and acceded.

Now fans of the new Winnipeg Jets await the unveiling of the new Jets logo. The general consensus seems to be that the new logo will vary quite a bit from the Jets logo that was apparently resigned to history when Winnipeg's first NHL team moved to Phoenix in 1996. Of course, some image of a jet is likely to be there in the new design, but beyond that, there will possibly not be much similarity to the old logo.

Most fans seem to be going along with this notion. It's almost as if, strange as it seems, that fans are willing to accept this as a sop to the owners. While no one seems to know for certain, it is likely that the first choice of the owners was not to name the new team the Jets.

So once fans let their feelings be known and True North Sports and Entertainment (TNSE) rewarded the prevailing sentiment with the return of the Jets name, the current thinking has become, "well, they deserve to bring in new colours and a significantly new logo for the merchandising potential and because they want to make the team their own."

Honour Tradition

I disagree. I say, retain the old colours and tweak the old logo somewhat. If you are going to (rightly) honour tradition, why not go all the way?

Regardless of what logo the Jets unveil in the next few weeks, I believe the time pressure is a good thing. Too much time, too many consultants and gobs of money involved in coming up with a logo often lead to over-thinking the design. A desperate need to provide an adequate back-story for the logo can be another consequence. The result can sometimes be ridiculous.

Let's hope that the new Jets logo is an instant classic without too much reliance on fancy computer graphics programs that cause some designers to go over the top simply because they can. Regardless, in due time, any logo they come up with will become part of the Winnipeg Jets and will be accepted by even the most critical fans as time passes.