Originally written March 01, 2013 on Purple Jesus Diaries:
So we've already seen what the official new Norseman logo for the Minnesota Vikings will look like this year. We spent COUNTLESS hours looking at fan designs and other suggested brand updates and ideas, only to end up with a new logo that was, well, just slightly different. But that's a good thing. Because holy crap, look at how awful it could have turned out. A Redditor found a link to a design websites side-project, where they occasionally take brands and re-design them into something modern and different. They recently took this craft and applied it to the Vikings logo, fonts, uniforms, and even field, to see what they could come up with. And while I admire anyone with the talent to actually put design on paper, this is one that serves as an example of pretty much what NOT to do to the Vikings logo. Frankly, when I heard the team was coming up with a new Norseman design, this was the type of diarrhea I was fearing they would settle on in my nightmares, and so I'm obviously glad that they didn't. Here's what this design group, Soul Cake, was claiming they tried to do with this new design: Soulcake is known to supply a large juicy syringe of "Brand Botox" to the forehead of tiring, overworked brands. Often we'll expose ourselves to a 3 day challenge to reinvent a brand. This time it was partner and designer, Dane Storrusten, with the Minnesota Vikings NFL football team. Two reasons; he's a HUGE Vikings fans, and what better mascot to work with than an angry, savage warrior lusting for destruction? We set out to give the character a much more aggressive energy that references the historic Norse Viking roots and evolve away from the rather cartoonish Thor/comic book persona. Goodbye purple, it's been real. "Brand Botox"? Well, there's your problem right there. Also, the Thor reference. You guys are already starting off in the negative, but let's see where you go with this. We break this design down and weep at what we see, yet cheer that we didn't end up with it. Norseman Logo What is even going on. This is the type of garbage that screams ARENA FOOTBALL LEAGUE, Y'ALL!! It's cheesy, cheap, generic, and disgusting. It looks like the type of general team logo you'd find in the old Madden NFL 2004 when you were trying to design your own team; logo, colors, and all. The hair coming out the back looks like flame, which makes no sense, and I can't shake the feeling that the helmet he's wearing is somehow for special needs protection, not warfare protection. And how bland is that yellow? I'm pretty sure if you looked up the Pantone name of it, it would be "Snow Pee", which I guess would make sense for a football team in the North. Either way, awful. Helmet Thankfully, the helmet design is largely unoffensive. It looks basically like the current helmet, but I like the idea (kind of) of a white helmet variant. The horn takes up a larger portion of the helmet, which could also work, but any more and it becomes too much, and looks like one of those "modern" baseball caps the wankster kids wear where half the team's logo is stretched off the canvas. It's stupid. They do also offer another design with a "Snow Pee" colored helmet which is interesting, except only interesting in that "the rest of this is awful" kind of way. Uniform/Colors There's your uniform. It literally looks like nothing. Maybe a practice jersey for a high school? I'm not even sure. By now though, you're probably also asking yourself, "Hey, where'd that purple color go that is our team's primary color identifier?" These guys did away with it and replaced it with ... BLACK!! Ooooohhh!! A color no other team has tried to shoe-horn into their design scheme before! How original! Or maybe it's a dark slate or something. It doesn't matter. The point is that "Snow Pee", black/slate, white, and grey are about as boring as you could get, and that's what they got. Boring and ugly. So? Would you like to see the Vikings look like this in a new branding re-design or are you happy as is? [follow]
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