Thursday, March 28, 2013

Review: Detroit Mechanix (AUDL)

Part of the series critiquing the professional Ultimate team logos and nicknames.
Team: Detroit Mechanix

Web: // twitter: @detroitmechanix

Representation: City // League: AUDL

Disc within logo?: No. // Ultimate element in team name?: No.

Background: Classic case of "You get what you pay for" -- $137 in an online design contest?!

First impression(s): The "Mechanix" typeface is sorta likable though illegible; especially you, "M"! Also, see 2012 review.

Eli's Eval: Not the logo, but why on earth would they spell the name like that? In combination with the actual logo it looks like one of those new LEGO sets that make a robot.

Another logo element (below) found on their site is that they're using a different logo on the website than they are on the jerseys and other gear. This alternate logo has a cog/gear instead of the "O" and what looks like the word "OM" inside the gear. Another case where I know what the designer was thinking but they just did not execute a backwards "D" and regular "M". Just leave it as a gear.

Hurricane graphic (top), and really all of the graphics, seem slapped together without cohesion.

Some good ideas but over-designed and in bad need of editing. Low marks for inconsistent branding - have 1 logo, 1 icon, 1 wordmark.

:Eli's Grades:
Grade: C-
On Logo: C
On Typography:B-

Thoughts on this AUDL's team name & logo?

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