Toronto Blue Jays Logo Revisited - v2

6 Responses

1. Jetpacks and Rollerskates

   did you do the new version or is this your take?

   6 months ago

2. Mark Jenkinson

   Yeah, this is my take: derived from the 2K12 logo that was launched on Nov 18.

   Right off the bat (see what I did there), I want to clarify how much respect I have for the Blue Jays design team. I think they did an admirable job. Logo work is one of the most demanding, and criticized tasks. And for a brand like the Toronto Blue Jays, I don't doubt for a minute there were many "cooks" in the kitchen, all with their own opinions and suggestions.

   You will see below that I personally think the 2K12 logo draws too heavily on the design sensibilities of the late 70's, BUT I am in the minority, and the fan reaction to the logo has been nothing but ecstatic. So, where it really counts, the logo is a huge success. :) YAY!

   Long story short, my tweaks to the logo are not intended to criticize the 2K12 logo, because as I've already stated, it's a huge hit. But to explore some ideas that appeal to my design sensibilities. For fun. :)

   The changes I made include:

   * dropping the baseball from the background. It's a baseball team, people get that. :) I feel that a baseball on a baseball team logo is like having a burger in a fast-food chain logo. I understand why in '77 the logo needed a baseball. To establish the baseball component to the brand, and Canadian fans, but that is well established now. :)

   * integrating the maple leaf with the rest of the logo. I find with the original '77 and the new 2K12 logo the leaf just doesn't integrate well, and in a way, feels like the leaf was just dropped on there. Kinda looks like the Jay is wearing leaf earmuffs. :)

   * using a less literal maple leaf. I got a few objections to this, but the rationale is simple. Namely, an overtly "maple leaf" maple leaf is really just a byproduct of the erroneously notion that we Canadians are innately insecure about our Canadian-ness, and we're not. A less literal leaf demonstrates a confidence in the Canadian identity, that extends way beyond a shape on a flag.

   * Conceptually, I wanted to allude to themes of passion and intensity. So, making the leaf flow off the back of the Jay, almost like flames, was intentional.

   * I adjusted the proportions of the Blue Jay's "chin". In the '77 & 2K12 logo, two thirds of the logo are from the lower beak down. This creates a facial profile that proportionately has a small forehead and a large chin.

   3likes

   6 months ago

3. Jetpacks and Rollerskates

   WOW! that is the best comment response ever!

   First of all... I am one of those people that really enjoys the new look. I like the modernization of the throwback. At this point anything would have been better than the previous iteration.

   As for your logo: I totally digg it too! I really like your points. You probably right thought "too many cooks in the kitchen" with the logo cause we pretty much only got a more literal version of the blue jay. Yours definitely has a much more smooth vibe and your point about the baseball is great too.

   great that you threw this up! and you know what with a redesign we are still all winners!

   P.S. i like what ya did with "right off the bat"

   6 months ago

4. Pro Andrew Harrington

   I like this. I saw your blog post about it and you sounded pretty sour on the people who designed the new logo, but it seems your attitude toward that has brightened, which is nice to see (you know how many eyes have to approve a sports team logo, after all, and how many hands touch it before all is said and done). The new logo is flawed, but as you said, people love it, and it's a huge hit. Your version is a nice refinement of it.

   6 months ago

5. Mark Jenkinson

   Thanks Andrew. I saw a "leaked" version of the logo in September, and no one even knew if it was indeed real. I remember telling people, I really don't think this is real. It's too unrefined, it's got so many telltale signs, too little attention to detail. I think if I knew that was the final version, I definitely would have been a bit more gracious with my words, because - I totally know how it feels to be criticized openly.

   6 months ago

6. Pro Steve Pell

   I can't help but smile at this, this looks awesome, I definitely like the extra attitude you gave it.

   1likes

   4 months ago