CAROLINA PANTHER’S AND THEIR BRAND REVAMP

The Carolina Panther’s recently released a revamped icon and logotype, the first such revamp in the team’s 18-year history. I have heard and read much criticism about the revamp but from a design and branding prospective, is this a good move on the part of the team and NFL?

According to a news release on the Panther’s website, the icon and logotype were revamped to provide a “more aggressive, contemporary look” and to make it “more three-dimensional for ever-increasing digital use.”

PANTHER’S ICON

Old icon (right) new icon (left)

Pros

• Goal to increase three-dimensional effect has been achieved
• Goal to increase aggressive appeal has been achieved
• More streamlined
• More dramatic use of color
• Building on already established brand
• Looks great on black
• Good timing. After several years of disappointing performances, the team is overdue for a rebranding effort. Personally, as a Panther’s fan, this gives me something to rally around, forget the disappointing performances of the past, and look to a brighter future for the team.

Cons

• If three-dimensional is the goal, I would say the wavy line at the base of neck tends to flatten it out
• The right eye seems to have an awkward squint to it
• Does not look quite as fierce and aggressive on blue as it slims the icon down

PANTHER’S LOGOTYPE

Old logotype (top) new logotype (bottom)

Pros

• More readable
• Cleaner

Cons

• Feels more corporate to me. The boxy forms of the letters feel heavy, bulky, and clumsy. However, Panthers are quick, stealthy, and evasive. Just doesn’t fit, in my opinion.
• I feel that it works against the new icon. The icon is aggressive, modern, and fierce, however, the logotype does not match this feel.
• I don’t understand the need to be more dimensional with the letterforms especially in regards to digital use. I have a feeling this logotype will date itself very quickly. It would have been a smarter decision on the creative department’s part to have gone for a more timeless look.
• Italic. This is a decision that is supposed to reflect the movement of the Panther. I don’t think it is successful and is rather cheesy.
• Placement. The configuration of the type works well in conjunction with the icon but it doesn’t work as well as a stand-alone piece. This seems another bad decision to reflect the movement of the Panther.

Overall, I like the changes made to the new icon but am less than impressed with the decisions made on the logotype.

What do you think about the new icon and logotype?