In my recent work for Professional Baseball Training I had the task of designing a logo. This was a challenge that excited me from the outset, as it brought to mind the countless hours I used to spend as a child sketching the logos of my favorite sports teams. It was with these fond memories in mind that I looked back at the evolution of sports logos of recent decades, taking careful note of how things have changed over time.

It did not take much searching before I stumbled upon Chris Creamer’s SportsLogos.net, a “virtual museum” dedicated to sports logos & uniforms. This site has been invaluable for my research needs, as it provides quite the in-dept historical record for all teams in every sporting league you can imagine. In this post I would like to share some of my findings.

Stay with the Herd

This first batch of logos represents the more-or-less general trend of evolution over the past few decades. These changes can be summed up fairly easily: bold colors (instead of bright), simpler shapes & figures (instead of logos with hand-drawn detail), and often a slant to the logo (as if an italic font).

The group above is, for the most part, a middle-of-the-road selection. Some logos have changed much more radically over time, while others have not been altered in decades.

While I am no expert, I would not hesitate to say that the impetus behind much of the change in the past 10-15 years is the advent of computer graphics. Computers undoubtedly open up a huge window of graphical opportunity, something that turns out to be both good and bad. As we shall see, it depends on how the tool is used.

Keep it Subtle, Stupid

Given any new technology, there will always be the temptation to maximize the new capabilities it brings to the table. Even though this is the case with the redesign of many different logos, there are many designs that have kept their changes small & subtle.

These changes are by no means the most glamorous or sexy, but they do the job of quelling the desire for a radical overhaul that may not actually be needed. A slight shift in color or stroke easily maintains the existing spirit of a design while quietly keeping it in line with the stylistic trends of the day.

Incrementally Wise

The New England Patriots’ logo epitomizes the incremental evolution in logo design, doing so very well. In each of the two transitions below, only one aspect of the logo is changed: first there is a shift away from the dated hand-drawn symbol (while keeping a nearly identical pallete), followed a few years later by the subtle update to more bold colors.

The end result makes an impact with a simple yet powerfully modern design. Although the two changes were less than a decade apart, the shifts were far from drastic. The current logo seems firmly rooted in place, unlikely to find itself left behind by the trends on the horizon.

Runaway Train

On the flip-side of the Patriots’ logo is that of the Toronto Blue Jays, which has changed significantly three times in about ten years:

In this case, the changes have been both frequent and relatively drastic. The first change was off to a great start with the revamped blue jay graphic, but the maple leaf in the background created a bit too much interference. Instead of toning this down, they throw it out and move on to a new design altogether, cleanly pulling all semblance of rooted tradition out of the ground.

After one more change even still, the current logo may look pretty but seems to offer little room to grow: what does it have to offer as the decades roll on? I would be suprised if we don’t see another change in the near future. My advice: ditch the inclusion of the “Jays” text and stick to the power of memorable, simple symbols that make an impact. A simple shift to the Blue Jay head in the first iteration (without the maple leaf clash!) would have solved this problem from the outset, I am sure.

Simmer Down, Now!

This modern age we live in: expansion teams left and right, new logo opportunities abound. Many of these teams, in my opinion, have embraced logos that represent the worst of what computer graphics has made possible: unnecessary detail and flair. As a result, no core symbol stands out. There is no instant recognition.

But there is hope! In my searching I was pleased to find that various expansion teams have changed their logos since inception, the changes representing a turning-away from detail and a slight embrace of simplicity:

While I do not necessarily think that these updated designs will stick around for decades, I *do* think that their accomplishment is important: they lay groundwork in which symbollic tradition might take root. A good design doesn’t simply look good in the moment, it must also leave a lifeline that breathes life into the future. The head of both grizzly and coyote (without distraction) offer potential for this, I daresay.

There and Back Again

Expansion team logos were not the only designs seduced by the allure of overtly computer-fueled graphics. Several older teams with logos rooted in tradition explored this path as well, often leaving their rich inheritance behind. Fortunatley, several designs found their way back to their traditional roots:

In each of these cases we have a return to the simple power of the original logo, albiet each is slightly tweaked for the modern age. Quite the promising example to end on, I think!

In all, this research was quite eye-opening. Branding is what it is, whether for a sports team or a typical business. In either case, the logo is tied to both the past and the future. It would be foolish to dismiss a brand’s past inheritance and notoriety, just as it would be folly to make decisions without thought of the future. Plan accordingly!

And please, do not forget the little kid sketching his favorite logos while day-dreaming in class. If he cannot draw the logo from memory, the design could probably be better. In the meantime, head over to Chris Creamer’s SportsLogos.net and take a look for yourself.