The NHL got tons of reaction from this unveiling. 1600 likes and 400+ comments not all of them stellar…. The creator is Reebok brand division, and I’ll give them credit. I believe  the colors are strong, work well together, and have amore today feeling to them. They did pay homage to the old Jets team and got some inspiration from the Canadian Airforce. The comments where about 50/50 but the likes heavily out weighed the comments.

Look design is subjective we all know what one person likes another hates, but I think the creators nailed this one and the Jets should be proud to wear this. So far they had a pretty successful return this year, but home and away they are carrying a strong brand. Yes I am a hockey fan.

An example of timeless logos in which I could probably sit 10 people down and they would be able to name all of these companies.

There are 5 principles that are taught over and over again to get designers to be good creators of logo or branding. Simple, Memorable, Timeless, Versatile, and Appropriate. Let me explain each concept a little more.

1. Simple: Simplicity makes a logo design easily recognizable, versatile and memorable. Good logos feature something unexpected or unique, without being “overdrawn.”

2. Memorable: Following closely on this principle of simplicity is that of Memorability. An effective logo design should be memorable, which is achieved by keeping it simple yet appropriate.

3. Timeless: An effective logo should be timeless. Will yours stand the test of time? Will it still be effective in 10, 20 or 50 years? A good logo design will last for decades without the need for a major redesign. Trendy typefaces, imagery and colours will be out of fashion within a relatively short period of time., therefore their use undermines the ability of the client to build long-term value in their brand.  Not many clients want to have their logo redesigned every few years.

4. Versatile: An effective logo works across a variety of media and applications. For this reason, logos should be designed in vector format, to ensure that they scale to any size. A couple sticking points you must remember when designing a logo. Can it be just as effective in one color, reversed on a colored background, can it be recognizable if shrunk down, or work enlarged to fit on a billboard.

5. Appropriate: A good logo design will be relevant to the industry, the client and the target market. If you are designing a logo for a kindergarten, it should be fair to say that it shouldn’t look like it was designed for a law office, and vice-versa.

When is it time to redo a stagnate brand?

Scenario 1 the Start-up: Many small companies or start-ups are so worried about selling and their product the companies brand gets pushed to the side for awhile. There is usually a friend or relative that knows a little about drawing that whips something together and everybody is content until your hard works pays off and your small business is gaining ground. I know it can seem unimportant to a company that hasn’t hit success but sometimes your image and or brand can portray whether your serious, and ready for success at the next level. Prove to the business world and your consumers that you care about your companies image and brand.

Scenario 2 the Large company stuck in the 70′s or 80′s: Ah the traditional stand by company that has been making it happen for decades now looks like they have been doing it for decades. Now you can still have a timeless logo that might need polishing. Some brands get a facelift without losing it powerful notoriety. Take for instance these examples.

Timeless Companies and there branding history, good or bad?

So owners sit back and take a look at your logo and branding materials and ask yourself am I happy with how my company is portrayed to my consumers or do I need more to stand out of the pack. Let me know your thoughts and if anyone is now thinking hmmm… I might need a facelift let’s talk, wink….

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