Rebranding the Warriors, part I.
Well it seems that both DT and Meschery have started there own multipart posting threads, and it’s about time for me to start my own. I will be focusing on a subject very near and dear to me, the Warriors branding.
For years, Bay Area natives and Warrior faithful have bemoaned the commonly mediocre and often downright horrible identity (logo, color and type face) that our fine team and devoted fans have been subjected to. From logo and team mascot, Thunder, our neutered “Native American”, who tosses lightening bolts, does trampoline dunks and beat boxes at elementary school functions, to the deep orange/red jersey that actually pulsates on the TV screen. At least when the Dubs have not been bumped by a random Sharks game (who may have a better logo).
I don’t think anyone over the age of 12 actually likes the current scheme, and I would suggest that if the Warriors ever produced a design system and merchandise extensions that where even moderately cool, that the organization, the league and Adidas would all cash in. “The City” jersey and t-shirts are a perfect example.
Before I undertake my endeavor, and provide some alternative designs to consider, I have some questions our community. Three actually.
Read on
First, the name. “Golden State” seems to be the only professional sports team that I can think of that has a locational handle that is actually a nickname for the state the team plays in, not a regional area, a whole friggin’ state.
Should our team be?
A. The Golden State Warriors
B. The Oakland Warriors
C. The Bay Area Warriors
D. The San Francisco Warriors (AKA “The City”)
(not unlike how the New York Giants actually play in East Rutherford, NJ)
E. Other (write-in)
Second, of all the historical Warriors logos (and color schemes) , which is your favorite, and why?
Finally, what can we learn from the successful brands in sporting history? For example, the pinstriped NY Yankees, the bold Chicago Bulls or the crème del la crème, the Raider shield. Of all sports teams in history in any sport, what is your favorite logo and or jersey?
It is time to rebrand and reclaim the Dubs. Your comments please.
G. Dolin
First.
Ha. That’s a joke, but I gotta roll in a fairly predictable direction here. This team exudes mad Oaklandishness right now, as it should under anything like ideal circumstances. The Town is the home of the dime-dishing, score when needed, defensive stopper point guard (see: Kidd, Jason and Payton, Gary). This is a motif that should be the guiding principle of personnel decisions into perpetuity, as it was during the greatest generations of Dub hoops. From CJ to Attles to (ahem) Tim Hardaway it’s a local tradition dammit. Honor Oaktown with the hoops honorarium it deserves. And start holding open practices at Moswood Park too.
The City. That’s the finest logo yet seen. If not that, the derivative, but still spicy Golden State logo from the 70s. Either way, future logos should start with the circle.
Finally, the best thing about the great brands in sports is simple. They are representative in a pitch-perfect way and then self assured (as in, they don’t change). Yankee pinstripes along with the parallel assumptions of Wall Street and player-name familiarity (no names on the jerseys) are, and will always be, perfect (if annoying to non New Yorkers). Legend has it that the Raiders infamous silver and black were ordered up to honor Al Davis’ color blindness, but hell if they don’t put a “little Captain” in all of us. But the gold standard for me will always be the ever-stunning Ferrari F1 livery. The prancing horse, baby. Ever competitive, recognizable the world over and briliantly simple.
Turman
Comment by admin | 07.22.2007 | 9:34 pm
Fantastic feedback, thanks DT! Peeps, more please.
Comment by guthriedolin | 07.22.2007 | 9:38 pm
It’s about time!
1. Clearly, the Oakland Warriors. You only have to say it a couple of times to be sold.
2. The City (not sure how to reconcile #1 and #2, though)
3. Learning from the best sports brands is tough, because it’s kind of chicken-and-egg to me … is the Bulls logo cool because it hasn’t changed in 40 years, or have they left it alone for 40 years because it’s so cool?
What gets me is that the Warriors were one of four teams that got Mickey Mouse redesigns in the mid-90’s. The Sonics, Rockets, and Pistons have since had the good sense to revert to “classic” looks, while Thunder is still at large.
Comment by Jason | 07.22.2007 | 10:34 pm
I think it’s interesting the the first Warrior logo would be offensive to people of Native American descent and the most recent Warrior logo is offensive to people of good taste.
Comment by matthewmeschery | 07.22.2007 | 11:39 pm
P.S. I hosted a guest this weekend from Savannah, Georgia who asked me, “So, where is Golden State?”
Let’s rename to the Oakland Warriors, or if not, let’s incorporate 1 square mile around the Oracle Arena as the City of Golden State. And then let’s make Too Short the mayor.
Comment by matthewmeschery | 07.22.2007 | 11:44 pm
I think Golden State was a compromise between the old school fans of San Francisco and the new school of Oakland. Didn’t want to scare the yuppies completely off from the team.
The City uniforms have always been my favorite. Classic and pertinent, connecting the Bay together. All in one bucket, uniting to the call. Doesn’t hurt that those are Cal colors too.
As for jerseys, it isn’t even close. Powder-blue Chargers, old school 60s. Why they don’t use this all the time is beyond me.
Comment by Avinash | 07.23.2007 | 9:50 am
Nice, Guthrie.
1) Every attempt should be made to make the change to Oakland. Anything else is disrepectful. The excuse I have always heard was that people didn’t know were Oakland was, that it would dilute the brand. What??? I wonder where the ‘Dubs jerseys rank in terms of overall sales of the league. Discounting the impact of the throwback jerseys, I would doubt that we are in the top 50%.
2) I love the City logo, but one of my personal favorites were the jerseys worn by Sleepy Floyd when he went off that night against the Lakers. The sentimental value really resonates with me. Obviously, this dates me a bit. I have no memories of the Championship team, and needless to say none of the Great Tom Meschery.
3) Logo: Classic, simple lines always the best. For some reason, I have to say I’ve always liked the Detroit Tigers home uniforms. In addition, I would open the logo search to the international spectrum. There’s some great soccer logos.
Keep up the great work, fellahs.
Comment by Nelliesliver | 07.23.2007 | 6:12 pm
Brazil baby.
Comment by guthriedolin | 07.25.2007 | 4:56 pm
The Indomitable Lions of Cameroon, fool!
Comment by admin | 07.25.2007 | 10:14 pm
[…] The problem arises when we get to the jersey, and by extension the logo (Jason, of BallHype fame called this out in his response). […]
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