New Logo

No. Not for the Rattlers.

I saw this at The Wisconsin Sports Bar and a my first reaction was, "This is a joke. Right?"

It's not a joke.

Milwaukee, WI—The Milwaukee Admirals unveiled their new logo, home and road jerseys, and a new color scheme featuring black, silver, and ice blue today at a party at the Potawatomi Bingo Casino Stage on the Summerfest Grounds.

“We are extremely excited to reveal our new look,” said Admirals Owner and CEO Harris Turer. “This is a new era for the Milwaukee Admirals and we want to start it off in a tremendous way on the 1st. We are thrilled to share this big night with all of our fans and sponsors.”

I remember going to the MECCA and watching the Admirals take on IHL rivals like the Flint Spirits and the Saginaw Gears with a perfectly serviceable logo.

Two questions: Must every new logo have black in it? What do you think of when you see this?

I'm thinking more along the lines of Pirates, not admirals. But, there is a reason why this admiral has no skin or facial features and leers at you through hollow, sunken eye sockets:

The Admirals new logo is actually and aged version of the team’s logo from the late 1970’s, a short young lad, who was lost in the waters of Lake Michigan back after the 1981 season and was recently found.

The only thing that managed to keep him alive all these years was his fighting spirit. In fact, after one of his legs fell off, he used it as a hockey stick to hone his skills.After over 25 years of being underwater, the red white and blue uniform had faded to the black, silver, and ice blue, and had turned his fresh young face into a skull.

Despite all of his changes, his fighting spirit never wavered and that relentless spirit and tireless work ethic have given us our new battle cry: Never Say Die!

Gaaaarrrrrr, but I hate to do this to ye, laddie...Shiver me timbers, I think that someone is trying too hard.

It's great that there is a backstory about why the guy is a skull now and everything. But, a logo shouldn't need a description or a backstory.

To stay in Milwaukee for a moment, did this logo need a backstory?

Did this logo need a backstory?