When it comes to logo design, professional hockey team Charlotte Checkers is tired of being adorable. That’s why it has unveiled a tougher-looking logo design and uniforms last Friday against Columbia Inferno to clearly reflect the essence of on-ice attitude during a hockey game – fierce and very competitive. Ironically, the new logo was not enough to help the Checkers win against Columbia Inferno.

Featuring a ferocious polar bear set against the Charlotte city’s skyline, it is indeed very different from its previous design with a white, furry and human-like bear named Chubby.

While there is nothing wrong with a mascot being cute, using it on a logo design is another thing. Apparently, the team wants to be taken seriously. However, having a vicious logo will not do any good if the team is consistently losing.

The city’s skyline is another significant addition to this logo to symbolize Checkers’ enduring civic commitment to the community. The team has been active in raising money for the charity. Last year it was able to garner $470,000. This season it is aiming to raise $550,000 for charity.

Moreover, the bigger purpose of this new sports logo is to help Checkers and its league ECHL to stand out against established and popular leagues such as NHL, NBA, PGA and NASCAR.

via The Charlotte Observer

This entry was posted on Monday, January 14th, 2008 at 3:08 am and is filed under Logo Design News. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.