Ohio State Devises a New Athletic Logo. And It's Bad.

February 4, 2013 at 6:50p    by Vico    
121 Comments

Comments

cbusbuckeye's picture

This has gotta go, it's embarrassing....  I'd like to know what was going through their heads when they looked at this monstrosity and thought "yeah, that'll be a good representation of our multi-million business/internationally recognized brand"

Alice in Aggieland's picture

What the hell?
That's all I got. What. The. Hell.

jmacbuckeye's picture

i call this a turd. one, is it just me or is the first big bold black letter "o" geometrically deformed? also, the black lettering is SO bold it actually hurts my eyes to read. this is bad. i smell a turd

buckeyebart's picture

That is sooo boring. Reminds me of the M from the team up north. No class to it at all.
Either it goes or Gene should go.

Golden Buckeye's picture

So is this official? Like going to be on our apparelf for the next few years?

sirclovis's picture

This has to be a joke. All they did was fill in the white of the letters. Look for yourself:

cbusbuckeye's picture

I fail to see why this needed to be replaced....

LABuckeye's picture

The original with the white in the letters looks significantly better than the all black one in my opinion. Time to light the torches and get out the pitchforks...

jmacbuckeye's picture

awww, i can see again. thanks, sirclovis. much better

buckeyedude's picture

Do you mean "bad" as in "bad," or "bad" as in "good?" I failed to see the "new" part in the new logo. Now I get it.
Not exactly taking a lot of risks there, are they?

 

 

bishop072's picture

First off, EASY (or is that E-Z-E?) fellas/gals.

You're not taking into account all the 'new' sizes/uses for logos, and the biggest culprit is probably right in your pocket. Yup, thats right, your cellphone.

I work for the NFL, and we're currently encountering the beast that is, and will only continue to be  mobile. The web isn't what it used to be, and with that, logos are going to need to look good at smaller and smaller sizes, and your phone? It's the reason for this change.

Yes, I like the white lines inside the old logo, but to be honest, when this gets shrunk to teeny, tiny mobile-friendly sizes its going to muck it up. So, in my professional opinion, Loose it.

Simple is good y'all. Just relax, as this is only a minor, minor change. we're talking about a few lines here.

And its for the good of the brand going forward.

Or just blame your phones...

cbusbuckeye's picture

The old logo looks fine on my now below average sized iPhone 4S screen....

Denny's picture

Your professional NFL opinion is to 'loose' the white lines because of outdated cell phone screens?
OK. 

Taquitos.

buckeyedude's picture

this is only a minor, minor change. we're talking about a few lines here.

I agree that it's not that big of a change. IMHO, that's part of the problem.
I actually like Gametime's examples much better, with the lettering in gray.

 

 

Jack Fu's picture

I mean, if that's the case and it's all about making logos that won't look too busy on small screens, then just go simple and use a plain old Block 'O' or the buckeye leaf logo you see the cheerleaders wear sometimes.

MotownBuck's picture

Ugh ... ugly is ugly. I'm also a designer that works on logos for GM (Cadillac, Chevy, GMC) and yes the mobile world may casue some simplification of logos ... but bad design is just bad design. "loosing" these few lines has created an imbalance. Look at the negative spaces in regards to the edges of the O. And allowing a few letters to touch on the right while not on the left has created a bad design. By filling in these lines they should have compensated for the weight variences that would come along with it.
 
I'm all for creating simpified logos for small scale replication or display. The wreath and crest logo for Cadillac doesn't always work when shrunk so we've created simplified versions ... not just filled in the crest with a solid color. bad design is bad design. 
 
This ... is bad design.
(Im sitting here still with a PDF on my screen of the SB style guide becasue of the GMC display I designed to be on site in NO. Wonder if you had any thing to do with this. If so, small world. O-H!...)
 
 

Trotwood-Madison. Once a Ram, Always a Ram.

bishop072's picture

"Loose" what I get for not checking autocorrect. My bad buckeye nation.

I'm not trying to say that this is good, merely that it at least they didn't completely eff it up. Not exactly a ringing endorsement? That's because its not. But I'm also not for the torches and pitchfork approach.
I think you're right on with your assesment of the kearning of the letters. I'd love to see you take a stab.

Incidentally, the cadillac Crest must be a bitch to work with on a smaller scale. So you actually have different logos for different sizes?

I am not involved with the Super Bowl Style guide, as branding comes out of the New York office, but I do have contact with those guys. I'm on the digital media team in LA.

Did you do the GMC display at NFL Experience? 

I-O!!!
 

jedkat's picture

looks too much like "Sparty, NO!"

“The teams that don’t respect their coaches and don’t trust their coaches are the teams that go .500"
~Zach Boren

BuckeyeChief's picture

this is not what I saw earlier. i will post in a bit.

 

"Clutch has no boundaries"

RedStorm45's picture

Wait, what?  Is the above logo a fake?

jmacbuckeye's picture

yeah somebody call Gene and remind him April Fools is still like 2 months away

sirclovis's picture

Read the bottom of the article. It pretty much describes the above logo.

BuckeyeChief's picture

not sure, but I didn't see it in the article.

 

"Clutch has no boundaries"

BuckeyeChief's picture

Not a fan of it.

 

"Clutch has no boundaries"

sirclovis's picture

Yeah that seal change to a Block O is cool.

Scott's picture

The center shield with the block O, book, and buckeye leaf would look great on a polo or as a pattern on a tie.

Class of 2008

actionstanleyjackson's picture

as an Alum...I disapprove. It is going to look horrible on anything red...the full black letters will just blend into any red clothing 

Stay golden, Ponyboy.

One Bad Buckeye's picture

As a fellow alumn......it's Scarlet....not Red.  ;)

"I'm One Bad Buckeye, and I approve this message."

actionstanleyjackson's picture

not sure nike makes anything Scarlet these days

Stay golden, Ponyboy.

One Bad Buckeye's picture

True....hopefully we didn't go the route of scUM and lose our rights to Scarlet because Nike thought they should go ahead and copyright it.  

"I'm One Bad Buckeye, and I approve this message."

drumsontheside's picture

This belongs on the OSU memes page, assuming it's still alive

WB

bishop072's picture

see my take above. Not quite as black and white as everyone is painting it out to be...

BED's picture

Here, Ramzy, have all my internets.

The Ohio State University, College of Arts & Sciences, Class of 2006
The Ohio State University Moritz College of Law, Class of 2009

Iron_Buckeye's picture

LOLLLLLLL!!!! And now I'm sad again. SMH.

“The minute we stop expecting greatness from our football program, we become Wisconsin.” Craig Krenzel

jmacbuckeye's picture

exactly. i guess this is what happens when you have more money than you know what to do with. you buy dumb things like this tarded logo

JozyMozy's picture

I dont have feelings about it one way or the other.
I'm also thankful that as far as new logos go, it's not nearly as atrocious as the Cal System logo. Oh my GOD

jmacbuckeye's picture

the Cal logo is awful. and here i thought smart people went there

toledobuckeyefanjim's picture

So what was wrong with the old logo for athletics?

onetwentyeight's picture

I don't get it. What's the point of this? The only reason you update the logo is for PR/publicity purposes, right? How many people who are non-alums/hardcore OSU fans would even notice this? If nobody notices it, why change it at all?! 
Even a new and flagarantly BAD "Oregon-ized" logo would be "better" in the sense that it would get Lots of press and coverage and people would at least notice it. The All exposure is good exposure argument. 
With this, ... it's just literally burning dollar bills in the parking lot. Why bother? 

Savage45's picture

They should just get rid of the words completly, and go with an actual Block O.

Culp's Freaking Hill's picture

I can't agree with you more than I currently do.

Twitter: @conquestnorman

kr66osu's picture

please no
tell me this is a joke
The only thing that makes the "Ohio State" text look good in the first place is the white down the middle of each letter, making it solid black looks ridiculous

drumsontheside's picture

If this is true then Gene Smith has the brain of a peanut butter cookie. 
Imagine, Gene and some other people sitting around a presentation. At some point, he really did say, "Yes, that is the one. Good job."
We really do pay these people, honest.

WB

SilverBulletNYC's picture

Horrible...someone needs to be fired over this.

The South will NOT rise again!

Gametime's picture

That's incredibly bad - I mean they should of hired me, I would've at least put some more gray into it. I took their idea & did this (assuming they want to keep the logo flat, rather than all shiney & beveled.)

...I too dream in color and in rhyme
So I guess I'm one of a kind in a full house
Cause whenever I open my heart, my soul or my mouth
A touch of God rains out...

actionstanleyjackson's picture

I like the one on the left because the text doesn't tak away from the block O...which is what they are pushing

Stay golden, Ponyboy.

Poison nuts's picture

Either of these is infinitely better than what they came up with. Hoping this is a joke...

"Death created time to grow the things that it would kill" - Detective Rustin Cohle.

buckeyedude's picture

I actually like your two logos better. At least you were willing to take a risk. And you didn't even get paid for your work. I think.

 

 

bishop072's picture

Lose the drop-shadow and yep, this is totally mobile friendly. This at 30x30 (60x60 retina resolution) won't work with the drop.

Simplicity isn't a bad thing folks...
 

RedStorm45's picture

So this is what the ticket price increase went to?? Are you serious?

jestertcf's picture

Just keep looking and then you'll see it.....
I  think its a schooner.

~Because we couldn't go for three~

jmacbuckeye's picture

yeah it's called modern art. which is to say, not good

Estrada's picture

Poopy-trip!
You gotta relax your eyes...

kr66osu's picture

Why change something that had absolutely nothing wrong with it?

buckeyestu's picture

I am not sure if i like it. I dont think i do at all.

TheBadOwl's picture

Honestly, it would have looked good if the lettering was gray with a thin black stroke around the letters.

When I walked in this morning and saw the flag was at half mast I thought, "Alright, another bureaucrat ate it." but then I saw it was Li'l Sebastian. Half mast is too high. Show some damn respect.

the419's picture

I think it would look fine if they disconnected the S and the T in the middle, and also the T and the E at the end. it just looks super weird without the white in the text. keeping them connected make it look like a huge blob of text.

kevinfrenchfry's picture

i think everyone needs to cool it on this logo personally, i think this is all going to tie in with the football program, and i have a strange feeling black is going to become more prevalent in ohio state athletics, just my hunch, i dont have any sources to cite or tweets to embed

popeurban's picture

why are we complicating this?

or

Mush's picture

^^^ THIS. The current logo is starting to look 90'ish while a simple Block O is timeless and retro. Let's just use the O on Woody's hat ? And while we are at it, the new Brutus looks like a wimp. I vote old school Brutus

Scott's picture

Let's go really old school.

Class of 2008

Mush's picture

What a snout !

ToothBuck's picture

yeah, what a butterface!

The TresselMeyer's picture

...maybe not quite that old school. That's one creepy Buckeye!

Brady Hoke's reaction to the Urban Meyer hire: "Not good."

buckeyedude's picture

Dude needs arms. Brutus has to have arms.

 

 

buckeyedude's picture

I hate to say it, but didn't Brutus get his ass kicked by the Bobcat from Athens?
If I was Brutus, I would have gone all UFC on that pussy cat.
Agree with you though Mush. The old Brutus looks like one bad mutha f$#%ka.

 

 

the419's picture

i hope whoever got paid to do this doesn't get within 100 miles of our uniforms

bergy22's picture

I'm assuming they hired the same firm that did the new B1G logo. Shameful lack of creativity.

popeurban's picture

I am probably alone, but I like the simplicity of the B1G logo, and the fact that we all now say B1G.

Jason Priestas's picture

I like the B1G logo a lot, too. I think it took undue heat because it was announced with the new division names, which suck. 

drumsontheside's picture

Agreed. B1G is nice.

WB

Walt Keys's picture

The B1G logo is clever and well crafted by one of most respected firms/designers in the biz. This Athletic O update is lazy and misguided at best.

Kurt's picture

Pentagram ftw.  Always.

Michael Citro's picture

Great. Now I'm going to have to buy a shitload of merch with the current logo on it before it's gone, to avoid having to buy stuff with the new logo later.

BuddhaBuck's picture

Michael, actually, since someone was kind enough to point out the MS paint paint bucket tool, you just need a box of white-out to create the old logo on any new stuff you might buy.

Don't text while driving.

Ohio1St81's picture

Amazingly, I dislike it less every time I look at it. Maybe I'm just getting tired though. 

BuckeyeChief's picture

You should totally use it as yor new icon.

 

"Clutch has no boundaries"

Earle's picture

Check with BUCKSFAN, I think he may have some ideas on the icon change thing
EDIT: HA! Didn't realize it was already his post--can you believe I didn't recognize the icon?? Nice work, Chief!

TheBadOwl's picture

At first glance, I thought that was a new logo for Purdue...

When I walked in this morning and saw the flag was at half mast I thought, "Alright, another bureaucrat ate it." but then I saw it was Li'l Sebastian. Half mast is too high. Show some damn respect.

Denny's picture

If this was made by an alumnus of the marketing department they should probably just shut the whole thing down. 

Taquitos.

LABuckeye's picture

I despised the logo earlier, but now it looks better after a few glasses of wine. Maybe this is an indicator they are going to start serving beer at the Shoe, or perhaps the designers were just drunk when they did it.

d1145fresh's picture

The main problem I always have with decisions like this is to go outside of the school for a new design. Almost every university has an Arts/Graphic Design program and why not open up a competition to the students to create a new logo. First it makes sure they won't make it look horrible (like this logo does) and it is great for them to use in the future. 

JollyFatMan's picture

Well.. look at it this way.. it could be worse. 

How firm thy friendship..

WiliestBuckeye's picture

I wish they would have told me they were looking for someone to color in some letters for them. I could have used the cash.

"Do not dwell in the past, do not dream of the future, concentrate the mind on the present moment."

smith5568's picture

With the rise in ticket prices and now this 

Maestro's picture

I actually like it better than the most recent one.  Wish they would just go back to the plain old Block O if I had my druthers.

vacuuming sucks

Baroclinicity's picture

Sucks donkeys.

AND THERE STILL AREN'T ANY GRAY STRIPES ON THE SCARLET JERSEYS!!!!

Dammit this all infuriates me.

When you're holding a hammer, everything looks like a nail.

southbymidwest's picture

Aaand what was their second choice? Odds are I would have preferred it.
It just looks so seventies-ish, right when companies/universities/teams decided to modernize their logos. Not to mention downright ugly.

chromedomebuck's picture

"This new logo is rad!!!!"

Champions Bleed Scarlet & Gray

Dr. House's picture

said no one ever

SPreston2001's picture

Lol wow I cant believe how some of you are really taking this so serious and getting bent out of shape. Its just a slight tweek to the logo. You mean to tell me that by filling in the letters it made the logo oh so terrible? If thats the case you either didnt like the old logo very much to begin with or you just hate change. Its just a more bold version of the one it replaced. Lol its not the end of the world people geesh...

popeurban's picture

If thats the case you either didnt like the old logo very much to begin with

Hit it on the nose for me.  I thought our old logo looked too 90's in the 90's.  I have always wanted to go back to the Block O.  Make a statement.   

Denny's picture

It's the official symbol of the university athletics department, and it looks like a moderately talented seven year old drew it – rather than a mildly talented ten year old drew it, as was the case with the old logo. 
The slight changes DID make it terrible. 

Taquitos.

Doc's picture

I've never been a fan of the current athletic logo.  I avoid it on clothing as much as possible.  I agree with most everyone that a simple Block O would be bad ass and also be timeless.  Just another reason for me to dislike Gene Smith even more.  You don't see AACC fucking around with their logo.  It has been the same as long as I can remember.  They just fuck around with the colors, which is another rant entirely. 

"Say my name."

SoDakBuckeyeFan's picture

What ever happened to "If it's not broke, don't fix it"?

SoDakBuckeyeFan

BuckeyeChief's picture

Well, it is better than this short lived logo:

 

"Clutch has no boundaries"

20sider's picture

OMG, make it go away! LOL... nice find.

GO BUCKS!

BuckeyeChief's picture

I've had that sticker since it came out in the 90's.

 

"Clutch has no boundaries"

buckeyedude's picture

I thought that edition was from the 80s, Chief? Seems to me that was the style when Earle was HC. Could be wrong.

 

 

Buckeyebrowny919's picture

i'll wait for the official release before i get furious...but they can't be serious. How much did they get paid for this?
 
nvm...it is official...uhhhhh

To give anything less than your best, is to sacrifice the gift - Steve Prefontaine

Doc's picture

Get the sharpie out for the brand fucking new basket ball court.  Wouldn't you think that the new logo would be rolled out BEFORE you spend a butt load of money for a new floor.  They wouldn't have to rape us at the gate if they would do things right the first time.  This is like paving a road and then tearing it up the next week to fix a sewer.  FUCKING BRILLIANT! 

"Say my name."

20sider's picture

That logo was horrid to start with. Have never liked it and I try not to buy gear that has it prominently featured. I prefer the simpler classic block O.
That being said... I suspect (which someone above mentioned) that most are just used to the old one and deep in their subconscious never really liked it. Once tweaked with the infill job, your inner revulsion is bubbling forth to spew the angst! LOL.
Simple thing, don't over do it folks. Peace.

GO BUCKS!

Veraton's picture

Looking at the new logo I see this scenario playing through my head:
Ohio State decides to take open submissions for the new logo from the student body, with all the talent they have surely this is a good idea...  Drunk student decides it would be hilarious to take the old logo and just color in the letters... he submits it.  Whomever makes this decision says "Man this logo really looks great lets go with this".
And that folks is how the new Ohio State athletic logo was chosen.

Grant Edgell's picture

I'd be all for using the helmet sticker leaf while sticking with the simplicity of the Block O.

20sider's picture

this is nice.

GO BUCKS!

10Buckeye's picture

Student demonstration time! Stop this logo now! The plain block O with buckeye leaf works. Classic. Timeless. At least keep the open lines in the logo and leave it alone. Power to the people! We DO NOT like the new logo. 

Colorado Buckeye's picture

perfection... simple & classic!

Pain heals. Chicks dig scars. Glory lasts forever!

frozen buckeye's picture

When I first saw it yesterday, I thought the new logo thing was a hoax. 
 
PLEASE MAKE IT GO AWAY.
 
 

BED's picture

All my upvotes.

The Ohio State University, College of Arts & Sciences, Class of 2006
The Ohio State University Moritz College of Law, Class of 2009

Poison nuts's picture

I don't think anyone has seen this or you would have won some sort of upvote record by now...

"Death created time to grow the things that it would kill" - Detective Rustin Cohle.

Colorado Buckeye's picture

Boo... not working :(

Pain heals. Chicks dig scars. Glory lasts forever!