NEW LOGO THREAD - Real gauge of new logo...

NEW LOGO THREAD - Real gauge of new logo...

oldscalphunter
8/25/2014


"Not going to write another novel on this, I think I've said pretty much all that can be said in these threads previously, but since you lobbed a couple softballs up, I'll take a swing.  (addressing each bold quote above in succession).

1. "inefficient":   The efficiency used by Nike in its rebranding process is obvious. "Standard" cookie cutter template as you admit.  However, efficiency is not the best route to get a superior product. A Chevy Citation or Chevette is the product of efficiency. When you are already driving a Corvette, you don't trade it in for the more efficient model. With Nike's fingers in so many pies, I guess efficiency is mandatory. Perhaps if Nike wasn't so concerned about "owning" so many schools (see the article posted by wrdsmith…Nike's words, not mine), there wouldn't be such a need for efficiency. At least we can put to rest the notion that the whole rebranding was Jimbo's baby. Nike followed a standard pattern and FSU simply gave the green light. Again, I do not fault Nike for making shrewd business decisions and pursuing its own interests in regards to collegiate licensing.  I fault FSU for being so willing to go along without seeing and evaluating the final product beforehand.

2. "spear being the primary logo":  This is what gets me... 4 months ago, the justification for changing the logo was that most people recognized the spear as the primary logo, therefore no one would care about altering the head. Let's assume that this is true (although debatable).  I would even agree that most casual fans who just watch us on TV associate FSU's helmet spear as our most recognizable symbol. BUT THEY CHANGED THAT TOO!!!  What was the purpose if not to eliminate another non-Nike designed trademark from licensed marks?  There is none.

3. "unknown to just about everyone":  Well, that is certainly true (and part of the reason so many are upset).  Still uncertain about the extent of any so called research.  Besides claiming that the spear is our primary logo, everything else that has been claimed to be a product of "research" is available on Wikipedia.

4. "FSU controls who they license it out to":  NOT according to the 1998 contract, which even you have admitted is still the controlling document.  The relevant portion is printed in the last thread. The new logo, new spear, feather, Unconquered font, etc. are ALL Nike designed trademarks. Therefore, Nike controls the licensing of all of those marks, even though FSU owns the IP rights. Other than guaranteeing Nike more money, there is no other explanation for the complete discontinuation of the old logo in favor of exclusively licensing the new one. NONE. If this is no longer the case, then someone needs to show us the subsequent agreement that alters those terms. Not holding my breath.

5. "FSU only has one garnet":  I am thankful that our team (coaches/trainers/players) will now all be wearing the same color. While I preferred the garnet the football team wore last year, the slight change to a more purplish hue is no big deal. I'll "get over it."  That doesn't change the fact that both Nike and every other 3rd party who we license merchandising rights to will continue to sell a variety of garnets on fan apparel. AND we now have at least 3 (and perhaps 4) different golds represented on the uniforms alone.


Football starts back this weekend so I am TRYING to temper my emotions on this subject and focus on enjoying another dominant season. Things that remain true, regardless:

1. consistency in garnet not fixed
2. poorly reproduced logo not fixed
3. new logo looks stupid in comparison (by most)
4. beyond mere speculation, no one is willing to share what FSU gained, or stands to gain, from all this


The evidence presently available says that this whole thing is a failure, at least in terms of the stated goals. PLEASE PLEASE PLEASE someone show us some evidence that ANY part of this rebrand process was a success. If you want to silence the dissent, this would be the quickest method."