Putting The “Arrr” In Arrrdmirals » Brats & Beer

August 2, 2006
posted under: Admirals, new logo

Even I have to admit that sometimes change is good, but most of the time it isn’t, especially when a sports team decides to change its name, logo, or colors. While the new Bucks colors are the rare exception, just look at the Cincinnati Bengals or Anaheim Ducks. (To be fair, the Ducks were saddled with a dumb name to start with.) Well, the latest example of this axiom can now be found in Milwaukee where the Admirals have adopted a black and silver color scheme and a new pirate-inspired logo. Team owner Harris Turer explained to the Journal Sentinel that the new look is supposed to be “edgy” and popular with younger fans, but we’re talking about hockey here. There’s no need to hype a sport that has teeth-jarring collisions between players without pads. And no one is going to convince me that the new logo wasn’t designed by someone’s 12-year-old.

According to the Admirals marketing department, the new character in the logo is supposed to be the “Admiral of a ghost ship” which makes absolutely no freaking sense: There’s no such thing as an “Admiral” of a ship. And spare me the yarn about how this new logo is an “aged” version of the old one. It’s just dumb and gets dumber the harder you try to sell it. GBFan at WisconsinSportsBar is spot on saying it looks like something Cartoon Network would come up with.

And while we’re on the subject of logos and mascots, what is up with the Chorizo? Major League Baseball apparently nixed Miller Park’s new racing sausage citing something about oversight of marketing and mascots. I’ll grant you that the new sausage, complete with sombrero, is pretty ridiculous, but we’re talking about big, foam rubber sausages that race one another. It’s just not the kind of marketing stunt that lends itself to the sophisticated and urbane.

UPDATE: As mentioned in the comments (thanks for the link, Randy) there’s an online petition going to tell the Admirals management what we think. Add your name and let your voice be heard.