The "winds of change" are blowing in Ohio. On Friday, the ECHL's Cincinnati Cyclones unveiled a sweeping rebrand with new logos and uniforms.
Cincinnati-based agency LPK developed the new look. They kept the black and red color scheme, but yellow is out and grey takes on a bigger role.
This revision signals a major shift in the team's identity, from the goofy, kid-friendly cartoon character to a simpler, more professional lettermark.
Twister, the hockey stick-wielding toothless tornado, has been part of the franchise's iconography since 1996, when it was a member of the old International Hockey League. He remains their mascot, however.
Unsurprisingly, longtime fans haven't responded positively to the redesign. Below the article announcing the new look, one fan commented:
Way to take a fun, unique logo that has great brand recognition in the city and turn it into this generic, minimalist shit that could be the logo for ANY team in ANY city.
To his point, when I first saw the logo, I thought it could've passed for a solid Carolina Hurricanes concept. Then again, as much as I may dislike the cartoony marks found around the minors, they do tend to resonate with fans.
So there are two sides to this. Longtime fans love the old design for its fun distinctiveness. But those with a more sophisticated sense of design and lack of attachment to the team might prefer the new look.
Which side are you on? And what do you think of the new look of the Cyclones?
I don't know about you, but for me, there's something about that grey third jersey.