The Milwaukee Admirals wanted to make a big splash with their new logo, really shake things up for this minor league team in a major league city. And that they did, creating a logo that immediately elicited the ire (or iiiiiiire – sorry) of the local hardcore hockey community, the logo nerds on the Sports Logo Forums and even Uni Watch.
But has it drawn the ire (iiiiiirrrre) of The Sports Logo Pundit? Hell no, this logo is awesome! It’s one of my absolute favorites that I have reviewed. But I love pirates, I love cartoons and I love the severed leg hockey stick.
I know that I’m not very consistent about what I like and don’t like. I’ve ripped a lot of logos with the same cartoonish quality, but something about this one just works for me. It’s cool and fun and I think it will be ridiculously popular in the long run, especially with the kids.
Sometimes as a minor league operator you have to make tough choices and the Milwaukee Admirals made one. I’m sure that they knew that the hardcore, traditional hockey fans were going to react negatively to the logo at first. But I’m also sure that they did their homework and know that it will be hugely popular with casual hockey fans that are going to bring their friends, spouses and kids to games. If the kids have a good time, and the pirate theme will help immensely with that, you can bet that the entire group will be back. This is how you create new, hardcore hockey fans.
The current traditional, hardcore hockey fans won’t really drive to Madison or Chicago for their hockey, regardless of what they say now. Once the season rolls around there won’t be any boycotts. They will probably be the first in line for jerseys (especially if they have kids). The amount of fans that the Admirals will lose because of this logo is negligible. The amount of fans that they could win with it is much higher.
Besides, if you look close at the jersey, check out the bone anchors. Very cool! I can’t wait to get a t-shirt, maybe even a jersey? It’s August 5th, isn’t it time you started your Christmas shopping?