Whitecaps Cold New Logo is ReleasedJune 9, 2010 at 2:32 am | Posted in Vancouver Whitecaps, Whitecaps New Uniform and Logo, Whitecaps Season 2010 | 6 Comments
The City of Vancouver has an odd relationship with sporting tradition. Perhaps it is because we are living on the West Coast that we demand constant change and newness. Look at the Vancouver Canucks for instance. They joined the NHL back in 1970 with a great uniform. The colours were great, the logo was great, but it was deemed not good enough. Subsequently there have been so many changes to the look of the Vancouver Canucks it makes your head spin and you wonder which team you are really watching. It gives the Canucks a sense of impermanence and weakness other NHL teams like the Boston Bruins or the Montreal Canadians simply don’t have.
The Vancouver Whitecaps acted accordingly today, largely dispensing with tradition. There is no wave and no soccer ball to be found in the new logo, just a cold geometric pattern (the logo consists of three diamond shapes: one large and two smaller, with the name Vancouver Whitecaps FC written in the middle). There really is no love or affection in the image. There are no organic forms. It reminds me of going to the art gallery and seeing a cold geometric piece of modern art. It is utterly humorless, and completely lacking in charm. It has the same emotional appeal as the Hamburg FC logo: austere and geometric. It must have been designed by someone with German ancestry… It makes me feel as though we are not joining Major League Soccer, but the German Bundesliga!
The logo is meant to reflect the North Shore mountains and their reflection in the ocean, but does so in such a cold geometric manner that it fails to capture the organic beauty of our city. It is too corporate, like an automobile company logo, and does not contain the love of our club. I far prefer the Seattle Sounders Logo, which more accurately reflects a familiar attraction of Seattle’s skyline. There is charm, humour and love there.
Another thing I fear is the colour choice the Whitecaps seem to be making of a deep ultramarine blue. It appears we are going to supplement our cold logo with an even chillier colour… The Whitecaps new look is apparently going to give a positively Arctic feeling. I hope they are going to sell woolly Whitecaps sweaters, because it is going to be cold!!!
On the positive side, it is a strong logo which does reflect, albeit coldly, the history and the name of the Whitecaps. It is original and does not fall into the trap of shields, animals, and coats of arms which most football club logos have. It is modern in its outlook. I do like the retention of the 1979 colour of blue. But overall, the feeling so far is… cold.
The first impression of the new logo does not inspire, and will take some time to get used to. I hope that in time I will learn to love it.
Now lets hope they do better with the overall uniform… I pray to God it is not ultramarine Blue and that it at least has the traditional bar across the chest with “Whitecaps” or “Vancouver” written in it.
I must admit, even though I am not yet enamoured with the Logo, today’s event filled me with excitement and anticipation. I suppose the ad and image people working for the Whitecaps have done their job on me. Nice one Paul Barber!
To see the new logo and to understand its meaning, visit the Vancouver MLS 2010 site: