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New Name and Logo for Seattle Kraken

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Noted Jul. 24, 2020 by Armin

Industry / Sports Tags /

About

(Est. 2018) “The Seattle Kraken are a professional ice hockey expansion team based in Seattle, and will begin play in the 2021-22 National Hockey League (NHL) season. The team will compete in the NHL as a member club of the league’s Pacific Division in the Western Conference. The team is owned by Seattle Hockey Partners and will play their home games at Climate Pledge Arena.” (Wikipedia)

Design by

Adidas (Unconfirmed)

Related links

Interview with Nic Corbett, director of NHL relations for adidas Hockey
Seattle Kraken press release

Relevant quote
Naming the Seattle Kraken demanded steep effort, sweat, research, dreaming, analyzing, listening to fans, respecting the region's natural beauty, sifting through 1,200-plus names and, no denying it, 20 months to get it right.

The Kraken brand fits the description. It honors the Puget Sound waters that surround and inspire Seattleites. It gives notice to NHL opponents that our region's team will draw strength and fury from the powerful sea. Playing as a visiting team at Climate Pledge Arena will be uncharted waters. Legend has it the Kraken can never be vanquished. Sure, all professional sports teams lose games but the successful squads never allows their spirit to be extinguished.

Seattle Kraken press release

Images (opinion after)
Name and logo introduction video. Not as epic as Iceland’s National Football team video but a close second for the year.
New Name and Logo for Seattle Kraken
Wordmark.
New Name and Logo for Seattle Kraken
Icon.
New Name and Logo for Seattle Kraken
Icon explanation.
New Name and Logo for Seattle Kraken
New Name and Logo for Seattle Kraken
Family of logos.
New Name and Logo for Seattle Kraken
Color palette.
New Name and Logo for Seattle Kraken
Jersey.
New Name and Logo for Seattle Kraken
T-shirts.
New Name and Logo for Seattle Kraken
Puck.
New Name and Logo for Seattle Kraken
Banner.
Opinion

While the rest of the year crumbles around us, 2020 has been a very good one for sports(-related) logos — see A, B, C among others — and now we have a team called the Kraken and while that could easily go wrong in so many ways this doesn’t disappoint in any single way. I don’t know what it is about “Kraken” but whether it’s rum or robotics it’s a name that delivers so much without breaking a sweat and, here, when paired with “Seattle” it just blows up instantly with the mere idea that a kraken could live in the Puget Sound. The icon is, simply, awesome. It’s sport-y, it’s spiky, it’s aggressive, and it has a fucking tentacle running up in its negative space as well as the meanest side-eye glance in sports logo history. If someone had described it to me over the phone I would say “Nah, that’s dumb” but, dude, that’s epic. And its animation in the video? Makes my knees buckle — so subtle yet so strong. The wordmark is really great too, in a blackletter lite aesthetic that is also perfectly chiseled. I love how the legs of the “K”s and the “R” dip under the baseline and even the unicase “n” gets my vote. As if the attention to detail wasn’t so good so far, the secondary logo of an anchor has the Space Needle at the top. I mean, c’mon! Overall, if it isn’t clear already, I think this is absolutely great, so well thought out, and perfectly suited for this new team in Seattle.

Thanks to Zac Cosner for the tip.

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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