Thursday, July 30, 2015

Review: Atlanta Hustle (AUDL)

Part of the series critiquing professional ultimate team logos and nicknames.
Team: Atlanta Hustle

Web: // twitter: @atlantahustle

Representation: City // League: AUDL

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

Background: Hustle is a term for a disco dance, a scam, and a positive athletic attribute.  Grand Hustle Records - based in Atlanta, Georgia - is an independent record label that works with/has worked with artists like T.I., Meek Mills, and Iggy Azalea.

First impression(s) from SLUDGE: Totally looks an H...with an artistic element of the Han character. Has a linear similarity to the  musical notation meaning to raise a note's pitch by a half step - (♯) "sharp", which is different than a hashtag.

Eli's Eval: Hustle can be a generic word when associated with sports critiques, but the H that was designed for the Atlanta franchise is not generic at all. It is dynamic and well-executed design-wise and technically. Nothing is out of place and everything seems to serve a purpose. The raised and lowered posts seem to reference the cyclical nature of ultimate, and remind me of diagrammed plays, for some reason. There is a flow and balance to this that works really well. The only nit-picking I would do is to point out the clipped ends of the top and bottom-most extremity of the extruded posts could easily be extended to a point, rather than the default function of illustrator. Looks great up close and from far away. Very iconic and recognizable.

Team name is a giant slab san-serif, and the city name is a thinner san-serif, I'm hoping from the same family. Letter spacing on both words is very well executed: spaced out for the city name and in tight for the team name but neither one feels to open or too crowded.

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

No comments: