King Kaufman on the NHL’s new logo:
The old shield logo was black with the orange letters “NHL” slanting down toward the lower right between parallel lines. The new one — get this — has silver instead of orange, and the letters slant up toward the upper right!
Lost in this new design is the clever element of the “L,” with its obtuse angle, looking like a hockey stick. But we must make sacrifices in the name of progress. The upward-slanting letters “project a vibrant, optimistic image,” according to the league.
Optimism is generally an admirable trait, but it’s also kind of the default when you’ve got no place to go but up.
I’m just surprised that they didn’t rename the league “The Global War on Ice.”
[ed. note: If you like King’s writing as much as I do, be sure to check out my two-part interview with him]
2 Comments on "The Shield"
publicorgtheory:
Not to be too much of a curmudgeon here, but seeing this was jarring in that I haven’t had a single thought about hockey the whole time they’ve been gone. Apologies to the hockey fans among us, but it wouldn’t trouble me much if they sold off their sticks and took up some other avocation.
Matt:
They’d need to keep their sticks to make this career change, but I hear that our team is looking for new and creative ways to torture prisoners in Iraq.
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