Thursday, April 18, 2013

Review: New York Empire (AUDL)

Part of the series critiquing the professional Ultimate team logos and nicknames.
Team: New York Empire

Web: // twitter: @empireultimate

Representation: City // League: AUDL

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

Background: New York is nicknamed 'The Empire State' for its national and global significance. The origin of the nickname is unknown, yet some sources credit George Washington who referred to New York state in December 1784 as " present the seat of the Empire."  The Empire State Building (ESB) was built in 1931 and was the tallest building in the world from 1931 to 1972.  Interestingly, when Red Delicious & McIntosh apples spawned in 1966, it created the first Empire apple variety. And, of course, Empire State of Mind is a very popular song (2009) collaboration between Jay-Z & Alicia Keys.

First impression(s): This commercial -- 588-2300...EMPIRE!
Eli's Eval: (Full DISClosure, I live in Brooklyn.) Ahhhh balance. The first of these logos to seem both contemporary and somewhat timeless. The fluorescent green takes away from that a bit, but the shield, the balance composition, the skyline, all add up to create a legitimately good logo. The disc is on a bias, but it moves the eye into the type, which is arced up into the skyline. The center of the skyline is the antenna at the top of the Empire State Building, piercing the top of the shield. Ahhhh balance.

There is no unnecessary skeuomorphism, no beveled embossed type or heavy dropshadows. The framing is done using positive and negative space and the occasional outline. As a standalone logo it is extremely well-designed. There needs to be some breaking out of the elements in the design depending on the application. (e.g. The shape of the shield, the word "EmpirE", etc.)

:Eli's Grades:
Grade: A-
On Logo: A
On Typography: B+

Thoughts on this AUDL's team name & logo?

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