Friday, April 12, 2013

Review: Boston Whitecaps (MLU)

Part of the series critiquing the professional Ultimate team logos and nicknames.
Team: Boston Whitecaps

Web: // twitter: @bostonwhitecaps

Representation: City // League: MLU

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

Background:  The MLU changed the Boston team name from Bootleggers to Whitecaps in January 2013. Meanwhile, the MLS soccer team in Vancouver shares the same name ("Whitecaps") and color scheme.

Whitecaps conjures up images of snow-capped mountains and/or tall cresting ocean waves - neither dominant features of this Massachusetts seaport. I'm told Whitecap Bay is a location in Pirates of Caribbean.

First impression(s): Surfs up? In Boston?? Looks like a lifeguard merit badge for open water safety, or a surfing school's crest. Definitely, very Great Wave-y.

Eli's Eval: Another successful logo here. They managed to give it a hand-drawn look reminiscent of the ubiquitous Hokusai The Great Wave off Kanagawa print. The font for both "Whitecaps" and "Boston" is way too thin to be read at a distance or if the shield is reduced in size. The designer should pick a heavier weight and have the words sit on top (outside of) the shield, while enlarging the wave to fill in the space inside.

This is a solid logo that cab be broken apart into the individual elements, and adapted for different applications.
:Eli's Grades:
Grade: A-
On Logo: A-
On Typography: B

Thoughts on this MLU's team name & logo?

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