Strauss NHL Rebrand IV

It's time for another installment of the concept series by artist Elliott Strauss. In this edition he takes on the Buffalo Sabres, Tampa Bay Lightning and Calgary Flames. The artist's descriptions appear in bold text next to each set.

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Elliott Strauss	Buffalo Sabres I updated the logos, taking the B from the shoulders, changing the shape, and crossing the swords that are also on the shoulder logo on top of a circle.  The jersey plays on the theme of their Winter Classic jerseys: striping that switches its direction from hem to arms. The alternate is a retro design. The Sabres have long been a staple of Icethetics concept art. The problem is that ever since 1996 when they ditched the blue and gold, fans have been unhappy. Fourteen years later, the message finally seems to be getting through to team management, but we'll see how that goes. Elliott has a great concept here, mixing the old with the new and keeping the classic logo alive on the alternate sweater. Personally I always loved the logo on the red third jerseys and this harkens back to that.
Elliott Strauss	Tampa Bay Lightning Hopefully here you see an obvious throwback to their pre-Edge uniforms with the simple two solid stripes at the base. The shoulder designs get a little more abstract. A very miniscule amount of silver is found in all three unis. The primary logo is slightly tweaked and the new wordmark I tried to make very jagged to match the nickname. As a Lightning fan, I have my own thoughts on this one, which I'll try to keep to a minimum. First, I think the current secondary should be the primary mark. It doesn't need the text if you ask me, tweaked or otherwise. And for that matter, the wordmark needs some adjustment. This isn't a criticism of Elliott so much as the team itself. Not the best choice, if you ask me. Regarding the jerseys, I like the striping, but the font isn't quite suited — or perhaps it would just require some getting used to. Mainly, though, I'm glad to see the lightning bolt sill on the pants.
Elliott Strauss	Calgary Flames Black is dropped here as I wanted to get a more retro feel the jersey. But the design has some modern influences in the angled patterns — reminiscent of the old Pens jerseys. The Flames are a team with an established visual identity that is difficult to improve upon. The Flaming C will last longer than a lot of other NHL logos which is likely why Elliott saw no point in changing it. He mixed elements of Calgary's pre-Edge uniforms and I think it really works. However, I'm not sure there's any way to beat the classic '80s jerseys that the Flames pulled out as a 30th anniversary tribute this season.

In Part 5, Mr. Strauss tackles — you guessed it — the Blackhawks, among others. In the meantime, check back for new concept art. I plan to have new posts here several times a week.