Say what you will about the Winnipeg Jets’ newair force-inspired logo,* if the goal was to cash in on the excitement related to the team’s rebirth, then it seems like True North passed that test with flying colors.
Global Winnipeg reports that merchandise carrying the new Jets’ logo generated $200K in sales as of Tuesday morning, a very impressive rate considering the fact that it was unveiled on Friday. The report indicates that there have been 5,500 different transactions. Keep in mind that T-shirts and hats were available but that Global Winnipeg report indicates that other items (such as scarves and drinking glasses) will come in the future, so this might just be the tip of the iceberg. That same report reveals that 75 percent of the purchases were made during the weekend after the announcement was made on Friday.
Obviously, the biggest piece of the marketing (and on-ice) puzzle is still to come, as the team’s jerseys haven’t been revealed yet. The report indicates that fans should be able to pre-order jerseys sometime this week, which might be a solid idea considering how quickly everything from tickets to merchandise has been selling since the team’s relocation was made official.
“True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity,” said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. “We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to our country’s remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces.”
The Jets also shared their alternate logos, which I must say, are quite spiffy in their own right. (Click on the images for a full view of the logos.)
While the leaked logo implied an overly sterile look, the official logo really “pops.” (To steal a phrase from “It’s Always Sunny in Philadelphia.”) The Jets incorporated colors from the old logo but give it a sleek, modern feel. My guess is that proponents will use words like “modernized” and “sophisticated” to describe the new logo. Detractors might say that it’s too “corporate” or maybe even “cold,” especially compared to the classic look of the previous logo. The biggest point of deliberation might be the inclusion of the maple leaf, something that Chris Creamer of SportsLogos.net touched on in this post.
I hate that there’s a maple leaf in it – I just do… I don’t see the point in showing off that you’re a Canadian team in a league where there’s several. It’s like when the Ottawa Renegades CFL team launched their logo with a big maple leaf — it’s the Canadian Football League… who are you representing here? Everyone?
Overall, I’m impressed with the output, especially in an age in which sports teams try to beat us over the head with how “extreme” their logos can get. There might be a certain blandness to it, but it looks sharp overall.
My favorites might be the alternate logos, though. They’re both simple and eye-catching, which is what I imagine most graphic designers hope to achieve. That being said, the most important branding matter was settled earlier this off-season: they went with the name Jets, which in my mind was really the only choice.
Anyway, enough of what I think about the new logo. What’s your impression of the Jets’ new look? Since your responses might be a little more nuanced than simply liking or disliking the modernized logo, I factored in the old logo into the poll as well. Let us know what you think by voting and also sharing your thoughts in the comments. If you don’t mind, please keep your comparisons to the primary logos to avoid confusion.
(Note: As you may have noticed, this release includes just the logo. We’ll keep an eye on updates regarding what their actual jerseys will end up looking like and pass that information along when it becomes available.)
Winnipeg Jets round out coaching staff with Tony Borgford, Wade Flaherty and Charlie Huddy
Huddy will take Keane’s rumored spot as the team’s new assistant coach. Flaherty will act as Winnipeg’s goalie coach while Borgford will remain the Jets’ video coach.
Huddy’s been an assistant coach in the NHL for 12 years, serving in that role with the New York Rangers, Edmonton Oilers and Dallas Stars. Flaherty was Chicago’s goalie coach for three seasons. Both Huddy and Flaherty might be familiar with fans from their NHL careers; Huddy won five Stanley Cups as a member of the Edmonton Oilers’ dynasty while Flaherty played 120 regular season games as a goalie. Borgford is one of the rare Thrashers employees who will make his way to Winnipeg; he’s been with the franchise since the position was created in 1999, according to the Canadian Press.
For better or worse, the foundation for the Jets’ first season seems like it’s in place. Now we just need to wait for an idea of the aesthetics.