Rebranding The Sharks


Yesterday we got a look at some first class concept art. And afterward I promised some more from a designer we've all come to think very highly of. He's been on a mission to rebrand the NHL and teams he's already seen to include the Islanders, Thrashers, Senators and Bruins. Most recently, his work on the Panthers and Ducks has been stunning.

Now, he's taken on a new challenge. Witness the rebranding of the San Jose Sharks.

The logo set is unbelievable. It's different yet recognizable in that it's mainly an upgrade of the old logo — essentially what the Sharks did over the summer, anyway.

My personal favorite is the secondary mark. That by itself, should be the primary. The wordmark is notably nice as well, but it's the fin logo that I think is spot on. That's why the alternate jersey here is the one that gets my vote.

And that's not to say I don't love the other two jerseys. Even the lettering and numbering is pitch perfect if you ask me. This design shows that while it makes a nice accent, the orange isn't necessary at all. You can achieve an amazing look with just the teal, black and silver. We can only hope that one day any team looks as good as this.

Finally, there was a slight change the designer made before unveiling his design. Take a look.

The logo on the left is the one he ultimately went with but I certainly see the validity of the other one. It adds more color to the shark, yes, but it's not entirely necessary since the triangle behind the shark is teal (as opposed to white).

I'm very interested in seeing what you guys have to say about this latest design by GhettoFarmBoy, as he is known. He says his next rebrand will focus on the Washington Capitals. No word yet on when we should expect to see it. I, for one, am looking forward to it.

15 Comments