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OT: The Re-Brand Of The Avalanche

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R S

R S

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Sep 18, 2006
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There has been little speculation or rumor on the "re-branding" of the Colorado Avalanche as a franchise.

But, I'm a big believer in the power of fan buzz and the media and am therefore encouraging Avalanche fans worldwide to unite and push for the development of a new look for our franchise.

The Stars have just pulled off a fantastic re-brand, in my opinion. You may not agree with the final look, but nobody can knock the legwork that the ownership on down went through to develop their new logo, color scheme and jersey design. It took over 230 variations and concepts before finally arriving at the final product and that really shows in how well it turned out, if you ask me.

I want the Avalanche to do the same.

Don't get me wrong, I've always been a fan of our logo and always will be. It holds a special place with me. It's been knocked here and there over the years, but I have zero problems with it.

But, I think it's time for change.

I don't have any special ties to our current jersey. Lots of people hate the Reebok design used, but I just don't care one way or the other. It doesn't really do a lot for me either positively or negatively. I think those feelings are shared universally about both our jersey and logo. The Avalanche logo was recently ranked 26th overall in the NHL by Sportsnet. Not that it means much, and I think that's an awfully low ranking, but I think it does signal time for something new.

To add to those details is the fact that we are entering a new era as a team. Our legendary alumni are returning to run this team from the top down. That signals change and should be honoured.

So what exactly would the new Avalanche look like? That's the real question and it's almost impossible to answer. A lot goes into it, especially if you are committed to creating an entirely new logo. I would never support our team pulling a Hurricanes and making some fairly minor changes an already tired look. I think we should pull a full overhaul.

Some concepts can be found at the below link, but none of them are exactly mind-blowing if you ask me.

http://www.icethetics.info/concepts/tag/colorado-avalanche


As a fan, what would you want to see? Color schemes? Logo concepts?

I want to hear your ideas. Get creative, get them out there and let's make something happen.
 
I'd like to see new jersey's, but the logo is fine, one of the better in the league imho.

Shrink the logo a bit, remove the piping and you've got a good start.
 
I'm on board for some new jersey's:

This is my favorite

0830-andrewbourne-col2.png
 
I'm not a fan of the current RBK jerseys but I hope they don't touch the logo.

I also think those Dallas jerseys are terrible. Over 230 variations and that's the one they choose?
 
I would be for a 're-branding' via new jersey designs.

It's always a scary thought though because they could turn out pretty bad and ours right now are not too bad (not too good either).
 
I think the jerseys should be changed, the rest should stay the same. I like the colors and the logos.
 
IndustryLeech said:
I would hate to see a new color scheme as the current one is one of the most distinctive in the league. I would be open to a re-design of the logo however.
Click to expand...

Colors are weird. I would pray we would keep burgundy as a main color. It's our signature color and hardly ever used by anyone else.

Avs_19 said:
I'm not a fan of the current RBK jerseys but I hope they don't touch the logo.

I also think those Dallas jerseys are terrible. Over 230 variations and that's the one they choose?
Click to expand...

Why don't you like the Dallas designs? The logo or the jersey or the color? I've read about it extensively and love the work they did to arrive at where they did.

The biggest positive for me on the Dallas jerseys is the franchise's return to green. It's distinctive and will allow them to truly "own" a color, which is something sports teams should aspire to do.
 
The colors and logo are great. Probably the best in the league. But the jerseys could use a re-do.

I think the Alternate is good but... just rubs me a weird way, I think they could do much better.
 
I think the logo and color scheme are good and I'd hate to see them go. Jerseys I'd love to see redesigned, though. The current ones have already gotten terribly old and don't look that good anyways. I wan't the darker blue back!
 
Renegade Stylings said:
Why don't you like the Dallas designs? The logo or the jersey or the color? I've read about it extensively and love the work they did to arrive at where they did.

The biggest positive for me on the Dallas jerseys is the franchise's return to green. It's distinctive and will allow them to truly "own" a color, which is something sports teams should aspire to do.
Click to expand...

I really like the colour change but I'm not a big fan of the new logo and I think the jerseys are a bit plain. Especially the home/green jersey.
 
Avs_19 said:
I really like the colour change but I'm not a big fan of the new logo and I think the jerseys are a bit plain. Especially the home/green jersey.
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I can see why someone might not like the logo. It's probably not for everyone. As for the jerseys being plain, I can also see that. They are plain. But when listening to the Stars owner talk about them, he really wanted to develop an "Original 6" or "classic" feel to them.

You can definitely see that idea throughout the final design.

People should check out the review of the entire process from the Icethetics blog. He goes over the logo, the colors and the development process. Would love to see the Avalanche do a similar process.

http://www.icethetics.info/blog/tag/dallas-stars
 
For me the problem with the Dallas re-brand is the logo. Everything else for me is fine but the logo IMO is butt-ugly.
 
I saw that Sportsnet article. The LA Kings' current logo was voted about ten places above ours. I don't care if I'm biased, this

:kings2

Is boring, ugly and does nothing about conveying any sort of identity about the team.

I like the Avalanche logo and the colours. I think they both still look fresh and "cutting-edge" if you will, yet still have some sort of presence. Like you know they're from the mid-nineties but they don't look dated like most of things introduced to NHL jerseys in the 90s.

If I was being generous I'd say that the reason we've kept the uniprons for so long is to try and maintain some sort of identity as well as not having to have the fans fork out for new jerseys every couple of years, but I agree with the uniprons doing the exact opposite. There's nothing distinctive about the jerseys. And the piping looks ugly, the extra batch of colour down the sides looks out of place and the logo is too big.

If the Avs do decide to update the jerseys then I certainly hope they go through the kind of process the Stars do, though I get the feeling that they won't do anything until the contract for making the jerseys is due to change (2016 or 18 I think, I can't remember and I don't know why the whole league has to have one manufacturer anyway) and they'll see if they can bring back the mountain stripes. To me, that is still "the" Avalanche jersey design and will probably be considered as such for a while.

As for the alternates, if they must keep the blueberries, remove AVALANCHE from the collar, add a stripe to the bottom, make the blue darker and remove the black underarms. Done.

Ed - as for Dallas, the logo's poor and the green looks too minty and the green jersey looks like one of those Blackhawks St. Patrick's Day jerseys. That's the problem with going for a "classic" look (and it's why Carolina and Tampa have stuttered with recent redesigns), while you try and re-form your own identity you go too far and end up having someone else's. That's what I'd be worried about if we tried anything.
 
Count me down as another one who hates the new Dallas designs.

I really think that a few tweaks to our current jerseys would be sufficient (e.g. remove the stupid piping). The biggest thing I want is a return to the burgundy 3rds, which were awesome. Our logo is fine. If we do do a full jersey redesign, I really want burgundy to be the dominant color. I'm worried that if we do a redesign, we'll end up with ****ing powder blue as the dominant color, like our current 3rds.
 
Ceremony said:
I saw that Sportsnet article. The LA Kings' current logo was voted about ten places above ours. I don't care if I'm biased, this

:kings2

Is boring, ugly and does nothing about conveying any sort of identity about the team.

I like the Avalanche logo and the colours. I think they both still look fresh and "cutting-edge" if you will, yet still have some sort of presence. Like you know they're from the mid-nineties but they don't look dated like mots of things introduced to NHL jerseys in the 90s.

If I was being generous I'd say that the reason we've kept the uniprons for so long is to try and maintain some sort of identity as well as not having to have the fans fork out for new jerseys every couple of years, but I agree with the uniprons doing the exact opposite. There's nothing distinctive about the jerseys. And the piping looks ugly, the extra batch of colour down the sides looks out of place and the logo is too big.

If the Avs do decide to update the jerseys then I certainly hope they go through the kind of process the Stars do, though I get the feeling that they won't do anything until the contract for making the jerseys is due to change (2016 or 18 I think, I can't remember and I don't know why the whole league has to have one manufacturer anyway) and they'll see if they can bring back the mountain stripes. To me, that is still "the" Avalanche jersey design and will probably be considered as such for a while.

As for the alternates, if they must keep the blueberries, remove AVALANCHE from the collar, add a stripe to the bottom, make the blue darker and remove the black underarms. Done.
Click to expand...

Right. I think most the Avs logo is seen by many as top 5-10, but the jerseys do need a change. Keep the colors and logo, but change the design of the jersey.
 
If we were a top ten team I bet our logo would be better then 26th. Just a hunch. I think we have to keep the color and logo, just change design. If we change color and logo it's like changing the team imo, and not jus the image.

I feel it's defining for us, maybe that's just me. I don't even hate our current jerseys.
 
I still dig the logo and secondary even though both were spawned in possibly the worst era ever for sports uniform design, the 90s.

Anyway, the current EDGE jerseys blow big-time, especially when you realize the designers didn't even leave room to put a C or A patch on it. I wish the NHL would just switch back to the old jersey design--I don't see many players say "WOW, I feel like I'm moving 10% faster out there!"

But, Bettman invested too much money on this utter failure, so it won't be reversed anytime soon. A rebranding is sorely needed though, as it is readily obvious the current design was rushed because the old configuration wasn't possible on the new EDGE jerseys.

Also, I'm kind of over the whole "third jersey" thing. The blueberries need to go.
 
Idiotic idea imo. The logo is one of the best in the league and the jerseys even though they aren't as good as they used to be are awesome. The colour scheme is perfect. The Stars needed a minor change and they made a big one and are worst. A rebrand here would be nothing but a gimmick.

I can't believe that you as a fan would want this unless you're 13 or something. Do you think the Leafs or the Canadiens or the Bruins or the Wings or the Flyers or the Rangers have done a major rebrand in the past several decades? This is what 3rd and 4th jerseys are for, you don't change the identity of the entire club just because of a new coach and VP.
 
I like this one the most, but it could still use some tweaking.

1219-justincox-col.png


As for 3rds, the blueberries have actually grown on me but it's still sort of dull that we just changed the color of our old 3rds essentially. I've always wanted to see something done with the secondary logo for the 3rd jerseys. Maybe not using the logo outright as the crest or anything, but I think if done right a Yeti 3rd jersey could be cool. Probably a fine line between cool and terribad though so there'd have to be a ton of work and thought put into it. With our luck it'd probably turn out pretty awful though :cry:
 
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