A Marketing Mokuso

mokuso /mohk-so/ - Meditation or meeting of the minds. This is an open forum about the world of marketing. Please feel free to visit, comment, or post.

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  • Friday, August 04, 2006
    "Never Say Die"
    Then why did you kill your logo? Just recently, the Milwaukee Admirals hockey team launched their new logo and colors for the upcoming season. Originally, the Admirals team had a logo that looked like this:

    The logo is very masculine, good use of colors, and is symbolic of the 'good guy.' I've always found it to be a good representation of the team and very recognizable. Now, they've changed their look to something rather different, shown below:

    Now, I see where they're coming from (hopefully). It seems as if they're marketing towards a younger crowd because their current audience is diminishing and they need to get new viewers. With that said, I understand. On the other hand though, I'm really not impressed with the logo or image at all. The colors are very soft, almost weak while the "cartoonish" skull is far from masculine. The logo isn't representative of an admiral, much less a hockey player.

    Below is an excerpt from the Milwaukee Journal-Sentinel's coverage of the story:

    "In conjunction with its new slogan "Never say die," which has been teasing local billboard readers for the past month, the Admirals introduced the new logo: the admiral of a ghost ship. A pirate explained to the crowd that the admiral had been at the bottom of Lake Michigan for the past 20 years and that this was what was left of him.

    The new logo is quite a bit edgier than the last logo of the salty seaman admiral. The new admiral, designed by Joe Locher of Yes Men of Milwaukee, is a skull with a black admiral's cap with ice blue trim.

    The team's new colors will be black, ice blue and silver, replacing the old red, white and blue. "We wanted to do something that would be really popular with the younger crowd," Locher said. "We wanted to avoid the idea of a trendy logo, yet we wanted to tie it in to the heritage of the team to have it make more sense.""

    It's not going to go over well and it's apparent in this poll taken by the MJS. If that doesn't say "Die," then I don't know what does.

    Related Articles:

    Press Release


    Milwaukee Sports Online

    posted by Marketing Sensei @ 11:20 PM  
    • At 10:40 AM, Anonymous Anonymous said…

      Not going to go over well? How about an 18% increase in attendance, and 3000 percent increase in apparel sales? What a visionary.

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