The rebrand continues
When Mango Media bought the Admirals, few knew how much positive upheaval would be on the way for the team. An experienced coach was brought in, the team found itself with talented players, the negligent Edmonton affiliation was ditched in favor of the Nashville Predators, and more promotions came into play. Ardon Wiener’s purchase also brought about a brand refresh for the team.
Next Thursday, the Admirals will switch away from their “battleship” logo, which has been in use since 2004. The team will announce a new logo at 1PM at Waterside District, with Norfolk’s Mayor Kenny Alexander alongside for the news. Switching the logo is part of a multi-step rebrand process, which started with the Nashville affiliation announcement last month. The next step will be revealing the jerseys, which will happen sometime in July.
Now, you may be brimming in anticipation of what the new logo looks like. I’ve been doing a lot of searching through the United States Patent and Trademark Office since the logo change was brought to light. Until today, it’s yielded a lot of nothing. A quick search resulted in the news of two Admirals-related filings from last Friday, May 19th. Included in these filings are images of two new logos:
These logos have a distinctly old school feel to them, with a throwback to the original anchor and stars. The two logos have some small distinctions: the left logo has a white ring behind the text, only includes the word “ADMIRALS,” and has a hockey stick at the bottom. The right logo has inverts the word mark from the left, but also includes the word “Norfolk”. Both logos feature an anchor and five stars, representative of the original ECHL Admirals logo.
Something to keep in mind here: these aren’t in color. The filings are black-and-white, but there will be actual color during the logo presentation. Given the new affiliation and the military connection, I would imagine blue and gold would still be marks of the new uniforms and logos. Speaking of which, I think there’s a reason the graphic designer leaned so hard on Times New Roman and these circles: they resemble the logo for the Department of the Navy seal, as well as the US Navy logo. You can find more here at their brand guide.
I could be wrong about this! However, the timing makes me feel as if these logos will appear in some form or fashion next week.