Opinion BY Armin

Lumberjack Soccer

While the whole world has soccer in their brains I figured the timing might be right to feature a diminutive component that helps fuel this worldwide craze. From the deep, damp and cold confines of the United States’ northwest, the Portland Timbers have had a soccer team since 1975 when it competed in the North American Soccer League and most recently played in the United States Soccer Federation (USSF) Division 2 league, or, more bluntly, the minor league to the Major Soccer League (MSL) where the Timbers will be graduating to in the upcoming 2011 season, becoming the 18th team. In preparation for the move, the Timbers unveiled a new identity designed by Rare Design, a firm in Hattiesburg, Mississippi with plenty of athletic identity experience.

The new primary mark features four main elements which all pay homage to the team’s history while signifying the new area of Timbers soccer. The new mark’s central focus remains the T-shaped axe, which now breaks free of the confines of the original crest. The axe represents the team’s intense strength, precision, and exactness in all they do. The circle shape also remains, representing unity, wholeness, and the Timbers’ pursuit of perfection. Also retained in the logo are the chevrons, which are more than a graphic representation of trees. Now simplified to three chevrons, these elements represent the team’s membership in the NASL (where their roots began), the USL (where they started to flourish), and their current inclusion as the 18th MLS franchise—thereby paying tribute to their league history and growth. The Timbers’ colors get an enhancement as well, with the traditional “Ponderosa” green and the energetic accent of “Moss” getting their inspiration from the pines of the deep, lush Oregon forests.
— Rare Design Blog

The old logo, despite the irony-prone vintage patina that makes for great Urban Outfitter t-shirts, was pretty bad. Not bad-bad, just naive-bad. Amazingly, the new logo takes all the exact elements and creates something vibrantly contemporary. The axe is probably my least favorite part, as it feels a little too swooshy and overly extended. But the typography is quite commendable in that Rare kept all the quirky nuances of the old lettering — like odd diagonals in the “N” and “M” — based on newer letterforms. I could do without the angled edges of the “T” but I guess it was impossible to resist to make it look like an axe itself. There is something odd about the “chevrons,” perhaps the different weights but it gives the logo an interesting bellicose attitude.

More importantly though… it’s not an angry animal with pointy serifs.

Photo by Flickr user dougall5505.

Thanks to Sheridan Hurd for the tip.

Gregg’s comment is:

I like the switch in primary and secondary colors. Not so crazy about the execution of the chevrons but overall I like this new logo way better.

On Jun.15.2010 at 06:13 AM

nora.hussayni@gmail.com’s comment is:

I think the execution looks great, not a fan of the colors though. But better than the previous interpretation.

On Jun.15.2010 at 06:18 AM

Everett’s comment is:

This is really commendable work: better use of color, decent typography, good hierarchy, design continuity with the old logo. Good job, Rare.

The only thing I could do without is the superfluous metaphor in the explanation (though I suppose it is more for the client). When you have a good design, you don’t need to tell me that it’s good. When you have a bad design, no explanation will save it.

On Jun.15.2010 at 06:41 AM

sodapop’s comment is:

Many of the Timbers fans were not so kind to the new logo. At the official unveiling a vocal group of fans could be heard yelling, “you f**ked up!” after numerous boos.

http://www.youtube.com/watch?v=LaVsiCIEMEo

chanting starts around the 2:40 mark.

On Jun.15.2010 at 07:39 AM

Chris’s comment is:

Everett, that’s definitely for the client, or even potential clients as it was found on the firm’s blog. I’d want wordy crap like that showcasing my work to potential clients because they eat that stuff up. You and I don’t need to be told something is good design, but the people paying for it usually do, as I’m sure you’re aware.

On Jun.15.2010 at 07:41 AM

Becca’s comment is:

Much better. Fyi, it’s the MLS, Major League Soccer not Major Soccer League. :) Thanks for all the great coverage on here!

On Jun.15.2010 at 07:46 AM

Matthew Moore Design’s comment is:

@Everett. I agree completely. No one is thinking about all those metaphors when designing it. It’s all after-the-fact fluff for the client so the presenter can say more than, “here it is! whaddya think?!”

On Jun.15.2010 at 08:13 AM

Andy Charly’s comment is:

I find it ironic that the design blog feedback seems to be mostly positive, while the fan perspective is overly negative. I would have guessed the reactions to be opposite. Sure, it’s not an angry animal with pointy serifs; it’s a swooshy, overdesigned axe with angled edges on the letters, which is the same offense to me.

Unfortunately, this is the aesthetic that seems to sell in sports, which is why I find the fan backlash interesting. Personally, I think this aesthetic is better suited for the mainstream leagues, especially the physical, action sports like American football. Soccer is still held by the tradition of a simple, straightforward crest that works, which is exactly what the old logo was. Yes, the lettering is a little on the retro side of the fence and the ‘chevrons’ remind one of 1970s wood paneling, but the axe silhouette and the circular shape were there, and it could have been improved with a fairly linear update.

I also agree with Armin that the axe is definitely not proportionally sound. It looks like a cartoon or toy axe, and with it being the focal point of the whole graphic, this totally ruins it for me before I even get to the good part(s).

On Jun.15.2010 at 08:26 AM

Sean Farrell’s comment is:

That is awesome. I love every detail of it.

On Jun.15.2010 at 08:42 AM

Adam K.’s comment is:

I can’t put my finger on it, but something about the axe seems too cartoon-y to me. I love the rest of the logo however.

As for the fans, fans ALWAYS hate the new logo. I’m reminded of the Buffalo Sabres re-introduction of their blue and gold colors - fans had been begging the team to do that for years, but when it happened, everyone pitched a fit. But the Sabres were the #1 NHL team in apparel sales for the next two seasons, and they have stayed in the top 5 every season since.

On Jun.15.2010 at 08:56 AM

niko’s comment is:

the old one works better as a soccer crest. No need to kick tradition in the teeth with this new swooshy mess.

On Jun.15.2010 at 09:12 AM

Larry W’s comment is:

One word: AWESOME!!!!!!

On Jun.15.2010 at 09:15 AM

Eric’s comment is:

Looks great. Seems right for the time.

The video could be half as long with the setup, and spend more time showing the actual logo without distortion, but overall, it does a strong job of telling the story behind the new design.

It’s surprising how little detail can be held in the scarf compared to the embroidered patch. The patch looks very cool. The scarf looks like it was done in MacPaint 1.0.

On Jun.15.2010 at 09:19 AM

Josh’s comment is:

Do you mean Axesome?

I think the type treatment works really well, a little bit of eastern block in the north west.

On Jun.15.2010 at 09:21 AM

Zanda’s comment is:

Not bad except for the chevrons that are obscure

On Jun.15.2010 at 09:33 AM

guizaffari’s comment is:

They’ve got a F*cking axe as a logo. Your argument is invalid.

That’s so full of win!

On Jun.15.2010 at 09:44 AM

Everett’s comment is:

@Armin, Adam K, Andy Charly, I want to think that Rare made the axe overly large so that it becomes reminiscent of a “T”. Whether they did this on purpose or not, it works.

@Chris, Matthew Moore, I know clients eat that drivel up. It just makes me cringe to see it passed along here where we all know better. ;)

On Jun.15.2010 at 10:13 AM

Joel’s comment is:

It’s almost the same color scheme as the ducks… goducks.com

On Jun.15.2010 at 10:23 AM

Jason D’s comment is:

I was just about to mention the same thing about the ax being T-shaped. The new logo is a solid upgrade and I like that they kept away from the more conventional shield shape that so many MLS logos have.

On Jun.15.2010 at 10:24 AM

jj’s comment is:

Sometimes, I feel like we can’t see the forest for the trees on these comment threads. Yeah, there are a few details that might not be perfectly sound design, but they all seem to be purposeful choices made by the designers, and possibly their best design to date if you check out their somewhat inconsistent work. It works.

I think the public’s reaction to it being negative, is more of a condemnation on the team and the owners (possibly getting too big for Portland’s love of the obscure).

On Jun.15.2010 at 10:25 AM

Mr Miyagi’s comment is:

That’s one classy looking logo. Very well done.

On Jun.15.2010 at 10:53 AM

Lane's’s comment is:

Would be nice if teams used local designers.

On Jun.15.2010 at 10:57 AM

jen’s comment is:

Overall, I like it a lot.

For the scarf, (knitting geek here) the number of stitches per inch really determines how close you can get in the detail department. Knitting like this is made up of little “V” shapes and it’s sort of like pixilated art - you can do a lot that reads from a distance, but not much detail work unless you have tiny, tiny stitches, which is costly and labor-intensive.

Even considering that, I think they could have got closer (although probably not by too much). It looks machine-knit and they just didn’t even consider the actual working logo when they made it. The scarf logo feels like someone’s badly-done interpretation and the color isn’t tied to anything except “hideous.”

Anyway.

On Jun.15.2010 at 11:15 AM

jen’s comment is:

Just looked around a bit…seriously, they can get a LOT closer on the scarf.

http://www.sportsandfashionmall.com/Stores/PSSoccerStore/Images_Products/Adidas-Argentina-Scarf-2007-2009-622375-1.jpg

On Jun.15.2010 at 11:17 AM

Dale Campbell’s comment is:

Other than that hideous scarf, I think it’s a beauty.

:-)

On Jun.15.2010 at 11:46 AM

Kevin Zwirble’s comment is:

This is in the truest sense of the term a logo update, but a really good one at that. The axe definitely falls under the stereotypical “sports logo” design that we’ve been seeing since the mid-90’s. But besides that, I think it’s a great job.

On Jun.15.2010 at 11:59 AM

Luke A.’s comment is:

Understanding that the identity is “signifying the new area of Timbers soccer,” the update is too dramatic. While making the “T” more emblematic, it does so at the sake of destroying the angled lines that hint at trees.

MLS should take a hint from MLB and pay more respect to the history (however short) and heritage of these clubs. Otherwise, the League will reinforce the idea that it is transient and not here to stay as a permanent part of North American sports culture.

On Jun.15.2010 at 12:05 PM

ataylor’s comment is:

I think a slight update to the old logo — with the colors reversed, and updated type set in white — would have looked very nice. That said, the new logo isn’t terrible and could have been much worse.

On Jun.15.2010 at 12:41 PM

Chris N’s comment is:

Portland is bursting with design firms, most of them overrun by those generic-thinking ex-Nike designers, some of them quite capable of knocking out logos and (annoying) videos at least the equal of this, so why did the Timbers go to an out-of-state firm? So much for buying local, green Portland!

And as for the symbology, since when has an axe been a tool of “strength, precision, and exactness”? In addition, I’m no axe expert (axpert?) but I believe the double-edged axe was a weapon of war of yore, not something any lumberjack would use to hack down a tree.

On Jun.15.2010 at 01:03 PM

Jordan’s comment is:

I think it’s interesting that the Timbers decided to keep this green logo. Considering the team that will become their major rivals, the Sounders, has a very big green/blue brand identity. I would be interested in seeing what the uniform color choices for home and away are as I think the league would not be too excited about two teams of green chasing the ball around the pitch.

On Jun.15.2010 at 01:07 PM

Tim’s comment is:

Long-time Timbers fan here and also a director at a local agency. I like the new logo, and don’t really understand why other fans dislike it so much, but definitely agree that there’s absolutely no reason Merritt Paulson and the Timbers execs couldn’t have gone local for this. Disappointing.

On Jun.15.2010 at 01:11 PM

Nate’s comment is:

Overall, big improvement.

@ChrisN

I think you’re right, although I have seen double-edged axes used in lumberjack competitions as throwing axes.

Not to be a Debby Downer, but I would debate that the word “Timbers” sounds pro-life tree, unlike an axe which relates more to a woodsman or lumberjack.

Semantics. Axemantics.

On Jun.15.2010 at 01:16 PM

Chris N’s comment is:

@Nate,

Again, no axpert, but I’m sure lumberjacks yell “Timber” when a tree they’ve ruthlessly slaughtered starts to fall. It’s the woodsman’s equivalent of “Fore!”. At least in cartoons.

While I’m here, of course an axe can be a symbol of strength—should have edited that out—but definitely not precision or exactness. Design firm hogwash talk, ain’t it awesome?

On Jun.15.2010 at 01:34 PM

Darrel’s comment is:

I miss the time when pro sports logos didn’t all have the exact same aesthetic.

On Jun.15.2010 at 02:29 PM

Steve’s comment is:

From a designers perspective this may be a fine update. To a soccer supporter it looks cartoonish and not classic. This design will age very poorly.

On Jun.15.2010 at 03:01 PM

Charles’s comment is:

The new logo looks terrible. They could have made slight modifications to the “old” design and had something that doesn’t look nearly as stupid as the new and supposedly improved logo. The colors are just horrendous. I looked at the merchandise with the new design and the colors are practically neon. Who wants to been seen with that?

I feel bad for the Timbers because they had a chance to stand out from the rest of the crowd and failed miserably. If this was the logo for my daughter’s U-8 soccer team I’d probably be OK with it but for a brand new logo for a professional soccer team it’s a joke.

On Jun.15.2010 at 03:29 PM

jarrod’s comment is:

This logo is terrible. I don’t see how anyone who claims to understand design could think otherwise. And let me state, I have no vested interests here. I have no interest in soccer, but I’m proud to be from Portland and I’m embarrassed that this over-designed cartoony turd will be representing our city in any way. Forget the marketing BS, and forget the “classic vs. cutting edge” debate, or fans’ reluctance to accept change. This is simply about design: The colors on this crest are too weak to support the bold lines, the irregularity of the chevron borders make it look like a rough draft, in spirit it is a complete departure from the old logo when an “evolution” is what was promised, it is EXTREMELY generic, and most of all it is incredibly dated. This is a look that became popular in, what, the early ‘90’s? And since then teams have been scrambling to adopt cleaner, less busy designs, often changing several times and severely diluting the strength of their brand in the process. Seriously, does anyone who posted positive comments about this logo really believe it will stand the test of time? I’m insulted by it, and again, I don’t even like the sport or the team. This thing is the brand equivalent of a douchy tribal tattoo, or a plaid sport jacket. Those of you who said this is good and actually works in the graphic design industry, shame on you. I would never give you my business.

On Jun.15.2010 at 03:31 PM

OleGunnar20’s comment is:

I can see that most of the commentors on this site are afflicted with a case of “hyper cheezy, cartoony, american sports”itis.

This “logo” and I use that word on purpose is utter rubbish for a football/soccer CREST. It stands out like a sore thumb and 5 year, 16 box of crayola kindergartner compared to iconic football crests from around the world.

It may have a unique design, if by unique you mean heavy weighted lines and goofy cartoonish shading, and perhaps by design standards for the NBA or NHL or minor league baseball it is “fresh”.

But take a look at some real football crests from around the globe and you will see just how badly this amateurish outfit from Mississippi mangled the entire aesthetic and culture of soccer/football.

Don’t believe me. Watch this and see how badly this new Timbers brand stacks up against the greats.

Don’t Like The New Timbers “Logo”?

Remember.

THE CHOICE IS YOURS!

http://www.youtube.com/watch?v=NzNpJid71Jo

On Jun.15.2010 at 03:36 PM

jarrod’s comment is:

And jj, you’re theory is way off. The negative reaction is not a manifestation of relations with ownership, it’s because the logo sucks. Until the release of the logo, Timbers fans had an excellent relationship with the owner (unlike baseball fans, who blame him for the imminent departure of the Beavers from Portland). Check out the first couple of pages on this thread of the fan message board, and you’ll see what I mean: http://www.soccercityusa.com/cgi-bin/yabb/YaBB.pl?num=1253121592/0

This is a classic example of a marketing campaign gone bad. Number 1 rule in this or any other business: know your customer.

On Jun.15.2010 at 03:41 PM

Joel Perrego’s comment is:

Love the Vitamin B design firms use to pitch a new logo. Hey, we do it too. It helps sell the concept.

PS. Klavika is working hard these days.

On Jun.15.2010 at 03:51 PM

Jodi’s comment is:

I suppose when used in the context of other professional sports in the US, this logo might not look bad. It might even look “OK.” But when viewed in the contexts of the recent Portland Timbers ad campaigns: “Liverpool. Milan. Barcelona. Madrid. Portland.” and “You can’t fake this”, this ad falls amazingly short of the mark it should have aimed for. It is cartoony and trendy when it should have honored our history and been classic.
The Timbers deserved a CREST, something to be worn over the heart with honor. We got a LOGO, and I suppose when you don’t know the difference that’s where the problem starts.

On Jun.15.2010 at 04:25 PM

Canistel Design’s comment is:

i like how the axe and chevrons protrude from the circle.. it creates an interesting outline shape

On Jun.15.2010 at 04:59 PM

Buckyball’s comment is:

With the majority of posters thinking it’s a great design effort and this not a footie board, I have to think that the disconnect with most serious Timber fans comes from an understanding of what the design is supposed to do.
The Rare firm deals with mainstream American sports franchises. By and large, these sports are mobile entities that, when push comes to shove, aren’t linked to one city. So, reinvention in a new market is standard stuff. Grabbing the attention of the young, male sports fan means competing for eyeball time with everything else that’s amp’d up visually in pop culture.
It seems as though our Timbers owner decided that the grassroots approach to public visibility and interest would not provide the almost instant doubling of the fan base next year that he sees as possible or needed. Ergo, the logo must get roided up with design touches that seem almost cartoonish.
A lot of fans are offended by this visual putdown of the Timber’s 35 year history and iconic (to us) logo.
It’s Steve Martin saying, ” [another bottle of the Château Latour?] Yes, but no more 1966. Let’s splurge. Bring us some fresh wine. The freshest you’ve got. This year’s. No more of this old stuff.”

On Jun.15.2010 at 05:59 PM

Nate’s comment is:

@ChrisN

Ah, gotcha. TIIIIMMMMBEEEERRRRS!

On Jun.15.2010 at 06:05 PM

grubedoo’s comment is:

Wow, the old logo was so much groovier and less cliche’. Sorry, but I’m tired of the modern sports logo recipe.

On Jun.15.2010 at 07:11 PM

michael scott’s comment is:

Armin, there is no such thing as ‘Major Soccer League’. I think you meant Major League Soccer (MLS). You should do more research next time.

On Jun.15.2010 at 10:02 PM

Nedbider’s comment is:

Love the “M”, did I mention I love the “M”

On Jun.15.2010 at 10:43 PM

matt’s comment is:

Let’s not give them too much credit. The original logo really isn’t that bad (if they would have filled the white space…er, yellow space, between the text, it would have been a lot better). Also, in the original, you get the idea that it’s not just an abstract design in the background, it’s pine trees (or “timber”).

On Jun.15.2010 at 10:51 PM

Shannon’s comment is:

A major improvement. Some of the other MLS logos could use overhauls as well, because a few of them are awful. Nothing compares to the Philadelphia Union logo though!

On Jun.15.2010 at 11:23 PM

Chuck Spidell’s comment is:

Ditto Lane’s comment. There is a wealth of identity designers here in Portland. Why not use at least one of them? What happened to local pride? It’s lovely and well executed though. Nice “TM” placement compared to the original.

On Jun.16.2010 at 12:02 AM

OleGunnar20’s comment is:

@Shannon: How on earth in one breath you can say it is a “major improvement” and in the next correctly recognize that the new Union crest is the best in MLS is beyond me.

Have you looked at them side by side? Have you put the new Timbers “Logo” next to the new Union Crest and any two or three iconic football crests from the video? I challenge anybody who likes this abomination to do just that. Take the Union and new Timbers logo side by side and compare them to Chelsea, Man Utd, Arsenal, Barcelona, Real Madrid, Juventus, AS Roma, AC Milan, Inter Milan or the crest from any of the top football brands across the globe. If you cannot see the difference and how the Union crest is a perfect clean, crisp professional but still timeless football crest and how the new Timbers logo looks entirely out of place in that grouping then none of you have one scintilla of aesthetic taste or acumen and Zeus help us (and your future clients) if you are designers.

On Jun.16.2010 at 12:11 AM

Rob’s comment is:

The new version is a mess. Busy, garish colors, so trashy looking. And this faux-woodcut illustration style was tired by the late 1990s. I wouldn’t be caught dead with this on my shirt, bumper sticker, whatever.

On Jun.16.2010 at 12:51 AM

Alexis Wertz’s comment is:

What a excellent topic all of you got going. I enjoy the mixture of good and correct information in addition to some intellectual views. It really is nice to finally come across excellent posts where I really feel like I’m able to rely on the information and also admire those who who publish it. With all the web waste nowadays I always love discovering some real presences on the net. Thanks for blogging and continue the good work, please!!

On Jun.16.2010 at 01:12 AM

geha714’s comment is:

I like the new logo, but I think they could just rework the old one. I think the problem is the fear of more traditional soccer crests by the MLS, replacing them by more “american” style logos. Probably Portland wanted to retain its old look, but MLS said no. This is the compromise.

What about Vancouver’s new logo. That was one major change!

On Jun.16.2010 at 08:19 AM

Andy Charly’s comment is:

Finally, the voice of reason starts coming out. Eventually people would have to see the true shortcomings of this logo compared to the old one. Right?

On Jun.16.2010 at 08:53 AM

Andy Charly’s comment is:

In response to another comment, the axe has always represented a T, and it has always been advertised as such. If you didn’t see it as a T at first, it became a ‘FedEx arrow’ of sorts, and if you did, it was a bonus that the axe looked like a T.

On Jun.16.2010 at 08:55 AM

qwertyale’s comment is:

well done.

On Jun.16.2010 at 09:43 AM

Ezequias Viana’s comment is:

Acho o novo escudo interessante, mas um tanto confuso.

On Jun.16.2010 at 05:22 PM

shane’s comment is:

Looks like they forgot to “create outlines” in illustrator when they gave the logo to the trim vendor, the patch lost the iconic type

On Jun.16.2010 at 07:26 PM

Curtis’s comment is:

Ok 1st off this shouldn’t be a logo…it should be a crest. This is soccer not hockey or basketball. A crest should have history, not flashy cartoonish, busting out crap. It should be solid, defined and crisp. It should stand the test of time. When you can call it a crest then it has been done properly. Look at Philadelphia’s that is a crest…solid, defined and crisp. Unfortunately this is closer to a brand logo than a crest.

On Jun.16.2010 at 08:51 PM

Cindy Gombert’s comment is:

I feel they did a nice job of honoring the equity in the previously logo and making it relevant again. As well, the craftsmanship is very well done. Good job.

On Jun.16.2010 at 09:51 PM

Gregory’s comment is:

Completely agree with Andy Charly’s comments. The old logo was not perfect, but I hate the new design. Something much better could have been done with it. It holds nothing true to the tradition of soccer (aka. football) logos worldwide. I despise the yellow beveling on the axe. This logo makes my skin crawl. No class. No style. No seriousness to it. It lacks the regal-ness based in tradition that I think football club logos absolutely require. Sports logo designers need to look to the past for inspiration, not cereal boxes. This new look is one that won’t stand the test of time and the team will look to change it within the next decade. No wonder US soccer is such a failure. I will say this, at least it’s not as bad as the Columbus Crew logo.

On Jun.16.2010 at 09:52 PM

Nils’s comment is:

I must say I like the old one better, perhaps it is because I’m European. The old one seems more like a proper football crest than the new one. The new is very American and perhaps a bit generic.
Bid sad they throw away history like that, football has always been about tradition, the old one with the round shape reminds me about German logos:
http://en.wikipedia.org/wiki/Category:German_football_logos

On Jun.17.2010 at 05:37 AM

MSGDS’s comment is:

I like the redesign, but I wish they would have kept all the graphics within the circle shape.

On Jun.17.2010 at 04:32 PM

bob’s comment is:

It’s not that cold and damp in the NW!

On Jun.17.2010 at 07:47 PM

Mark’s comment is:

I think the logo is good don’t get me wrong, it’s just the old logo looks more balanced this ones too much “in your face” if you know what I mean.

I like the old logo better it doesn’t have that Xtremeness the new logo has.

On Jun.18.2010 at 06:25 PM

dwight schruter’s comment is:

Haha Armin, you idiot. Once again you didn’t do much research. There is no such thing as Major Soccer League! It’s Major League Soccer! Seems like you would know since you’re mexican.

On Jun.18.2010 at 08:22 PM

Jim’s comment is:

The old logo was kind of lame. The new one looks good as a patch in the picture above but it is nothing special. It’s interesting to read the reaction of the Timber faithful. The old and new designs just don’t seem that different to me. I’m curious to see if the supporter groups will have the same sorts of reactions to other changes as the Timbers go more mainstream (become the Sounders if you will).
I’m a supporter of another DII team that will never make it to MLS in case you are curious.

On Jun.20.2010 at 02:58 PM

Steve’s comment is:

Addressing the issue of why Timbers didn’t go local, it could be because the logo design is actually controlled by the league, not the team. Team provides design inspiration, but design is created by league chosen design firm or done in-house. This is how it works with the NBA, NHL and other leagues.

On Jun.21.2010 at 12:56 AM

Berthold’s comment is:

The new axe looks a lot more powerful. Overall, in the spirit of the redesign, I feel they did a good job. Doesen’t help me get over US football teams being given funny names, though ^^

The video, while a neat idea, is rather flawed in the typographic department. I realise it was fun to create, but the constant swooshing and zooming about is not ideal for a narrative as long as it is here. It’s better used to accentuate, like at the end with “Pure Portland - Pure “soccer”“.

On Jun.21.2010 at 05:39 AM

Dan Ruple’s comment is:

I sort of agree with Andy Charly. I can’t fathom how anyone can compliment this hideous Mickey Mouse piece of poop. And the fact that an actual design shop produced this turd is surprising. This is the kind of work Fast Signs produces: main stream - naive - freshman community college - crap. The old chevrons were stellar(because they were retro) - the typeface could have used an update.. maybe a slight design modification - but all in all- the old mark was pretty timeless. This new logo belongs to the mediocrity of 1993 YMCA little league.

On Jun.21.2010 at 02:20 PM

Joshua Drake’s comment is:

Call me a hater, but I just can’t stand the current trends of sports logo design. Just take a minute to compare:

- MLS logos: (http://www.mlssoccer.com/league/clubs)

- Italian Serie A logos (http://www.dinesh.com/history_of_logos/football_logos/italian_serie_a_logos.html).

The MLS logos almost all look like they belong in a gimmicky cartoon league like arena football or stage wrestling. The Serie A logos look like they should be worn by athletic gentlemen playing a classic sport on fields of grass.

On Jun.21.2010 at 03:22 PM

timmyg’s comment is:

To me the 3D shadowing of the axe sums up the awfulness of this design.

On Jun.22.2010 at 01:07 PM

Shawn’s comment is:

Wow, the Timbers have succumbed to the pressure and changed the new logo already: http://bit.ly/aZkhlU

“Design by committee” becomes “design by committee of fans”

On Jun.28.2010 at 12:34 AM

Martha Tessier’s comment is:

Erwin Meffert

On Jun.29.2010 at 08:35 PM

Mason’s comment is:

Awful. Just awful. As a soccer expert, I can assure graphic designers everywhere, Portland will never recover.

On Jul.01.2010 at 08:23 PM

BJMRamage’s comment is:

reminds me of the modern twist to sports logos.

the old wasn’t classic it was DATED. the new is still dated but to modern times. not every logo needs to be timeless updating a logo to follow a look but keep it contemporary is good.

On Jul.02.2010 at 07:01 AM

dmon’s comment is:

the press release says something about the axe representing ‘precision’… well notice that the two white shapes at the top of the axe arent the same width. hm.

sad when the supporters group have a better logo than the team (even if it was lifted from Bohemians)
still better than the sounder’s star trek monstrosity.

On Jul.09.2010 at 05:13 PM

Z’s comment is:

The new logo is terrible and it’s a shame it’s received so much support here. Since when did bevels, sharp corners and exaggerated shapes equate to professional sports? Keep it classic.

On Jul.24.2010 at 05:43 AM

Dion Crew’s comment is:

Hi, I really pray you might possibly direct me in the right direction. I’m trying to have a championship belt made for a much beloved, retiring employee. We are planning on having a dinner presentation for him and make it as memorable a night as possible. The icing on the cake would be the presentation of a custom championship belt thanking him for his decades of faithfull service. I was able to find one championship belt maker but I don’t know much about them besides that they create belts for ROH Ring Of Honor wrestling. Any help will be appreciated.

On Aug.20.2010 at 08:33 PM