Hello folks! Today I'm going to discuss shoulder logos. Specifically logos that look good on the shoulders, but wouldn't look good on the front of a jersey (in my opinion anyways).
Shoulder logos are often designed differently than primary logos. They can be designed to compliment the primary logo, by emphasizing a different part of the team's brand, or just showcasing the brand in a different way. So it's not surprising some secondary logos might look weird front and centre. For example, let's take a look at the Blackhawks shoulder logo.
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| (Photo by Bill Smith/NHLI via Getty Images) |
The Chicago Blackhawks shoulder logo doesn't depict Chief Black Hawk, and it doesn't need to, their primary logo already does that. Instead the Hawks represent the city of Chicago with the letter C, and reference the Native American part of their name with the crossed tomahawks. The result is a logo that perfectly compliments their famous primary logo, yet I think it should always remain in a secondary role, I've never seen a concept with this logo front and centre that looks good. It's not alone though, there's a recently retired shoulder logo I feel similarly about.
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| (Photo by Michael Martin/NHLI via Getty Images) |
Growing up the Avalanche's yeti-foot logo was always one of my favourites. It's a fun logo that ties into the team name in a unique way. Unlike the previous logo we looked at, this logo isn't location oriented, and it doesn't directly tie into the team's nickname either. Instead it's a more subtle connection, using the fact yeti's live on snowy mountains and avalanches happen on snowy mountains. That subtle connection works for a shoulder logo, when the primary is there to back it up, however it fails if you try to use it as the main logo. On it's own, it just isn't a good enough representation of the team's name.
There are other shoulder logos I don't think would work as primary logos, but these are two of my favourite examples.
Are there any shoulder logos you wouldn't want to see on the front of a sweater? If so, leave a comment.
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