The current state of the Philadelphia 76ers is a train wreck, on and sometimes off the court. Thus, anytime they do something positive, I am welcome to writing about that, okay maybe not since most of my articles are critical in nature. However while I am critical of what the 76ers did on May 12, 2015, I am critical in a light-heated sense.
For those who missed it, the Philadelphia 76ers unveiled their new logo Tuesday morning, and while people like the “Baller Benjamin Franklin” look, I found that the logo lacked that flash and “sparkle” my personal favourite logos have. I really do not know if I was in the minority or majority on disliking the logo, but what I do know is the opinion on this specific logo was sending very mixed reviews.
Although sports team’s logos do not affect the team’s performance, it is undeniable that it is very important to giving the fan base some identity and that is one of the few things I liked about the 76ers new logo. The franchise played on the “American” red, white and blue colours and had what can be described as a Benjamin Franklin lookalike drawing, who is a founding father of the City of Philadelphia. Also this drawing was wearing a blue coat, red trousers and white socks, giving the identity of history and patriotism.
Here is where I liked the logo. In this new sports era, where a franchise will try to create identity through their logo, fear they will get the identity of their fanbase wrong with the potential new look. That fear is justified, as history is littered with franchises being way wrong, and trust me I know what I am talking about, I live in Toronto (Raptors, Maple Leafs, and Blue Jays logos are not exactly the greatest logos ever).
The Philadelphia 76ers actually took a risk and it looks like it might pay off. What I also liked is that the mascot is also the logo of a team or incorporating the mascot in the logo. With the unveiling of a couple new logos, I see that more franchises are going back to incorporating the mascot in the logo. This was starting to get lost but I actually like seeing that because some of the more iconic logos did that like the Celtics.
Here is where the logo gets lost to me. I am a native of Toronto, Ontario Canada. While Toronto could quite possibly be considered the most “Americanized” Canadian city, it still Canadian and American identity falls flat here. Also I am a history and mythology fanatic, so I am cringing seeing a “Benjamin Franklin lookalike” mascot do mascot things like make a fool of themselves. This is usually all in good fun until it is about a founding father looking like a fool. This is simply speculation because the franchise might go back on it but I would find it cringe worthy if I saw Sir. John A MacDonald as a mascot acting like a fool, thus I think some Americans would feel the same way about Benjamin Franklin.
With being said, the question that was asked between the fan-I writers is, what makes a good logo? To me the criteria encompasses four things; The look, incorporation of the city’s identity, colours, and ability to create a sense of pride.
- In terms of look, what I mean is if the logo was colourless, would it look aesthetically pleasing.
- Incorporation of city identity means that the logo needs to properly incorporate the culture of the city.
- When I talk about colour I am talking about if the colour scheme is appealing to the eye.
- Finally when I talk about a sense of pride, what I mean is do the fan base appreciate this logo and glow with a sense of pride when they talk about this team.
Each gets a rating from 1 to 5, 5 being the best and 1 being the worst. For example let me do the criteria with the example of the Raptors and the Celtics
Look: Raptors receives a 2. The dinosaur is a hard thing to make look good and the raptors was not graceful in their attempt to make the logo look great. It just always looked ugly.
Incorporation of city identity: Even though dinosaurs have nothing to do with the culture of Toronto, the team itself is embedded in Toronto culture with my generation. #WeTheNorth gear and classic raptor merchandise sells like hot cakes in Canada. Even though the dinosaur idea was stupid, the city has taken the dinosaur as its own and embraced it. For that the Raptors receive a 5.
Colour: One thing the Raptors did right was colour scheme. Whether the purple and black or red and black “Raptors” the colour was appealing. Raptors get a 4.
Sense of pride: Maybe it is because of the Raptors have sucked for the majority of their history, but for some reason, I always thought the dinosaur looked ugly. Friends and fans have liked it the logo to the point where people will argue with you until they are blue to defend the logo’s honor. So because of that, the Raptors receives a 3 in this category.
Overall the Toronto Raptors get 14/20