Somebody decided it’s time to put on our uniform, place our Intuos Creative Stylus 2 pen in our holster and hop in our logo patrol car. Yep, we are The Logo Police. Protecting the design community from bad logo design with some handcuffs or a jail cell and rewarding great design / designers with a key to Logo City (all a slight fabrication but that would be a really cool place to live).

So, here’s the deal … we will sift the internet looking for new logos produced by companies who have recently updated their drivers license (Somebody has always thought of a logo as one’s drivers license … as its usually the first thing an officer asks you for once pulled over, more or less an introduction to your brand). Yes, we do have friends in low places … let’s call them detectives who may be doing the dirty work for us.  Those detectives may have already located the perpetrators we are seeking and have done a few overnight stakeouts. The internet has a way of lending itself to Somebody. We will then show the old and new logo side by side, adding them to the “line up”. Once we have decided if the new logo has passed the eye test, that logo will receive a key to Logo City. If, for any reason, the logo has failed our breathalyzer test they will get thrown in cuffs. Since we are The Logo Police we will have to file our report, so you will be able to read all about the ordeal.

The Logo Police are on patrol and have found the following …


Milwaukee Admirals by Studio Simon

ARE YOU INTIMIDATED YET? Here are the BEFORE (Left) and AFTER (Right) logo designs.


History and Information

(Est. 1970) “The Milwaukee Admirals are a professional ice hockey team in the American Hockey League. They play in Milwaukee, Wisconsin, USA at the BMO Harris Bradley Center. They have been affiliated with the NHL’s Nashville Predators since that team’s founding in 1998.”

Logo Redesign Created By

Studio Simon (Louisville, KY)

Related Links

Admirals Press Release
Admirals Uniform Sheet

The new logo is an evolution of the Admirals last logo and features a more fierce and determined sailor. The sailor is accented by the upper portion of a naval uniform and a hat that was inspired by the one worn by the Admirals “Captain Crunch” logo from the late 70s and early 80s. The hat is adorned with an “A” composed by three bones.

The Admirals secondary mark, dubbed the M&A, is the letters “M” and “A” interwoven in bone script and connected with a hockey stick for the horizontal bar of the “A”.

The Police Report
(as Reported by Brand New, a Division of UnderConstruction)

When I first saw the Google results for the old logo I couldn’t believe that that was the real thing. But, indeed it was and it was totally bonkers. Everything about it was so wrong but in such a charming, naive way that it’s actually kind of sad to see it go. Still, no team sporting that logo can be taken seriously and the new logo invokes the Pirates of the Caribbean vibe with a menacing skull and some extra spiky typography. The skull/hat/uniform drawing is okay for what it is – minor league hockey – and it now works like a proper sports logo. The wordmark is not my cup of tea but it’s admirable what they did with the “S” to get rid of the space between it and the “L” and to make the logo symmetrical. The better elements of the identity are the detail “A” on the admiral’s hat and the “MA” bone alternate logo. As far as bone-based logos go those are top notch.

Logo detail.


Skull face on its own.


Alternate logo.




The Outcome

This logo redesign makes the cut and then some.  The variations, alternate logos, and overall design is worthy of a key to the city. Compared to the original it is a HUGE step up and makes for one intimidating hockey jersey. Kudos to the team at Studio Simon, who created a “no bones about it” winner!


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