As promised yesterday, the Seattle NHL team made a big splash this morning with the unveiling of their franchise’s name, logo and jersey design. Though the Kraken name was expected to be too bold for the league, the team has embraced the identity fans clearly were drawn toward.
They released this video, adding more promotional and informational videos to their feed throughout the day:
The guesses about the color scheme being hinted at in the video released yesterday were correct. The team has adopted a navy blue and sea-foam green palette with hints of an orangish red, used to make an eye in the tentacle ‘S’ logo and featured as a thin stripe on the sweater design.
Though the logo seems a little underwhelming in its simplicity, the choice to go with an ‘S’-shaped logo still harkens back to Seattle’s hockey history while still feeling very modern. This short clip sold me on it more than anything:
this is the best part of the brand reveal video. make your logo come to life. pic.twitter.com/5wREbKaBwL— Kevin Slattery (@KFSlattery) July 23, 2020
You can walk through the meaning behind the design choices for yourself at the Seattle Kraken website.
Of course, this wasn’t my top choice of a name, but I’m not mad the team is going out and trying something new. My own personal disappointment can be expressed in two Tweets made by very smart and funny people:
It’s also insanely funny that Gary Bettman was given a perfect excuse to change the worst division name in all of sports while simultaneously allowing Seattle to acknowledge their hockey history and their beautiful, classic logo and jerseys and he couldn’t do it. Worst league pic.twitter.com/ZuqLhkYxZn— John Cullen (@cullenthecomic) July 23, 2020
I hope they are the Seattle Sockeyes so I can call them the Seattle Suckeyes send tweet— Kyle Demetrius (@KyleDemetrius) July 23, 2020
I really, really wanted to call them the “Suckeyes,” I cannot emphasize that enough.
I just think it’s a little corny and might sound dumb in a few years. Then again, the Toronto Raptors have a life beyond the Jurassic Park films. Maybe it won’t be so bad.
To their credit, though, I’m in love with the color choices (even if it does feel a little bit like running an Instagram filter over the Winnipeg Jets) and the jersey is absolutely spectacular. Look at this beauty:
The white Kraken jersey is so clean. pic.twitter.com/zf410rhHfi— Matthew Bové (@Matt_Bove) July 23, 2020
The secondary logo on the shoulder patch incorporates an anchor and the Space Needle in a brilliant stroke of graphic design. I’m also digging the font used on the jerseys.
But no design, now matter how thoughtful, is free from being memed. Here are some of my personal favorite reactions to the Seattle Kraken announcement today:
The way they want me one see this logo and the way I actually see this logo are two very different logos pic.twitter.com/FGanl6guar— Melo (@LetItMelo) July 23, 2020
"It looks like you're starting a NHL franchise. Would you like help?" https://t.co/ekXonPhJd0— Brad T (@Sammich_BLT) July 23, 2020
The @NHL announced that their new franchise will be named the Seattle Kraken. The cephalopod sea monster known as the kraken is a myth - or is it? In 1978, claws from the tentacles of a giant squid were found embedded in the USS Stein: https://t.co/GvAYLWJMuS pic.twitter.com/qjW1AMhAQk— U.S. Naval Institute (@NavalInstitute) July 23, 2020
Also, they got Lana Candor to do these adorable promotional videos for their merchandise (and 100 percent of the proceeds are going to local organizations, so we’ll all forgive you for grabbing a “Release the Kraken” shirt).
Purchasing #SeaKraken merchandise not only lets you rep the @NHL's newest franchise - it also helps make a positive difference in the lives of some of our region's most vulnerable youth.— Seattle Kraken (@NHLSeattle_) July 23, 2020
Read more → https://t.co/STY2c9m7Qo pic.twitter.com/HFiotLkKFE
Be like @lanacondor and head on over to our web store to buy limited edition #ReleaseTheKraken merchandise now!— Seattle Kraken (@NHLSeattle_) July 23, 2020
100% of net proceeds will go toward local organizations, including @YouthCareSEA, that serve BIPOC youth and families → https://t.co/AlTznaM8Xy pic.twitter.com/dEg4NW6O17
I think the team has a decent social media presence already. When the Vegas Golden Knights first landed on Twitter, people were delighted by a brand that seemed less formulaic than the others, but the schtick got old fast and eventually crossed the line into sexism, which didn’t seem to work people up quite as much as the account joking that media members were cheering in the press box.
Thus far, Seattle has a fairly balanced level of snark, changing their Twitter bio to say “now that we have a name, we’re strategizing all the ways to draft your favorite player,” which gave me a little chuckle. The account also manages to be just the right amount of horny for a team with a logo that features a tentacle going inside a monster.
Even a corny video about an all NHL team group chat came off pretty well, and not annoying me on Twitter as a franchise is a pretty big win.
What’s next for the Kraken? They’ll be in the search for a head coach soon, likely after playoffs wrap up, and then an expansion draft in 2021. By next fall, the league’s newest team will take the ice at Climate Pledge Arena.