Opinions on corporate and brand identity work.

A division of UnderConsideration.








Share ›

New Logo for Vegas Golden Knights by Adidas

New

Noted Nov. 29, 2016 by Armin

Industry / Sports Tags /

About

(Est. 2016) “The Vegas Golden Knights are a professional ice hockey team that will be based in the Las Vegas Valley, Nevada. The team is scheduled to begin play in the 2017-18 NHL season, and will be a member of the Pacific Division of the Western Conference of the National Hockey League (NHL). The team is owned by Black Knight Sports & Entertainment, a consortium led by Bill Foley, and will play its home games at T-Mobile Arena on the Las Vegas Strip in Paradise, Nevada.” (Wikipedia)

Design by

Adidas

Related links

Vegas Golden Knights press release
Adidas press release

Relevant quote
Drawing on themes associated with knights, the helmet in the team's logo includes a 'V' to represent Las Vegas. The secondary logos include swords that create the star from the iconic "Welcome to Las Vegas" sign.

The team's colors - steel grey, gold, red and black - reflect the community and the focus of the team:

• Steel grey represents strength and durability
• Nevada is the largest producer of gold in the United States, it is a highly-valued precious metal and is color seen in the Las Vegas terrain
• Red is from the Vegas skyline, the desert and the beauty of the Red Rock canyons; red is also a color associated with the readiness to serve
• Black represents power and intensity

Vegas Golden Knights press release

Images (opinion after)
New Logo for Vegas Golden Knights by Adidas
Primary logo.
New Logo for Vegas Golden Knights by Adidas
Secondary logo.
New Logo for Vegas Golden Knights by Adidas
Wordmark.
Logo and name explanation video.
New Logo for Vegas Golden Knights by Adidas
New Logo for Vegas Golden Knights by Adidas
Apparel.

Launch event.
Opinion

Since there are so many knights across professional and college sports teams, adding "golden" might be a way to get around any trademark issues but I wonder how many fans will actually refer to the team as "Golden Knights" vs "Knights" alone, as the full name is kind of awkward. The good thing is that gold lends itself good visually for the logos as the key color. The main knight logo is clever in its integration of a "V" and it has the expected aggressiveness of a sports logo. My main gripe about the execution would be the way the shadows and highlights are done… there is something very clip-arty about them and they make it very confusing as to what the surface of the helmet is shaped like. The secondary logo references the star in the "Welcome to Las Vegas" sign with a couple of swords completing a four-point star. Somewhat interesting idea with cheesy execution BUT, to its credit, it works pretty well small (as seen in the launch event graphics). The wordmark is almost like a parody of sports wordmarks with spikes added because spikes and one of the strangest "S"s I've seen in a while; the one good thing about it is that the "V" loosely echoes the "V" in the helmet with the inward spikes. Overall, it's all a bit wonky on the execution but, perhaps in a strange case of success, it certainly feels like it belongs in Vegas.

Your opinion…

On Primary Logo


Total

On Secondary Logo


Total

On Wordmark


Total
See what else happened on Brand New each year since publication began in 2006

Comments


Share ›

Spotted Around the web

New Logo for Varo

New Logo for Varo
 
Spotted Oct. 10, 2019

New Logo for Virtua Health

New Logo for Virtua Health
 
Spotted Oct. 9, 2019

New Logo for Volkswagen R

New Logo for Volkswagen R
 
Spotted Oct. 9, 2019

New Logo for MRV

New Logo for MRV
 
Spotted Oct. 8, 2019

Pinned Recent, Big Stories


Curated Agents of Shield