How have Sports Logos Changed over time?
Logos are perhaps the most crucial element of a sports brand. They are the representative of a team, summarizing its culture and identity. Several teams have redesigned their logos over time—some successfully, while others have come under fire for uninspired redesigns. Let’s take a look at two programs that have taken extremely different design routes: Iowa State and UConn.
The Fall of Iowa State’s Logo
Iowa State University has had a proud history of logo overhauls, but, unfortunately, its latest attempts have been unsuccessful. Iowa State had a bold, innovative logo featuring a snarling Cyclone character that won over fans during the early 2000s. When it tried to catch up with the times, however, the university changed to a bland “I-State” logo that, though clean, had no personality. The school did make some small changes over the years, but instead of evolving into a stronger, more iconic brand, the design has been generic compared to other programs. The fans feel that the school did not take advantage of its previous designs by eliminating the elements that made them dynamic and memorable.
UConn’s Logo Evolution for the Better
In contrast, the University of Connecticut revamped its branding really well. The old UConn husky logo, although recognizable, had a cartoonish feel to it and didn’t represent the ferocity of the program adequately. In 2013, the university launched a fresh design for the husky that was edgier and angular. The retake gave it a modern face with the heart of the brand intact. The sharper angles and more brash stance contributed more to UConn’s sporting programs’ identity, making a brand that is more attractive on and off the field. This is an excellent illustration of how the redesign of a logo can advance a team’s image and create a stronger bond with fans.
What Can We Learn?
The creation of sporting logos is part of a team’s identity. If done correctly, like UConn’s revamp, a retooling can make a brand better and give it a new edge. But if a school is overly conservative or dumb-downs, like Iowa State, it risks losing the visual identity that gets a brand into your head. The middle ground of current style and respect for the past is the way to go, something each team must do before it makes a radical change to its logo.
What’s your opinion? Are there any other teams that have gotten better or worse with their logo redesigns? Let’s talk about it!