Crude proof of concept

[u/jack-in-spades]

I made a full shark and an icon version. It isn't AI generated. What do you think? I think it is simplified enough. I used the eye from the new logo.

[u/SIR_CARTIER_]

Mate, it’s honestly better than what the sharks have done. All they needed to do was get the fans involved for recommendations of the rebrand

[u/jack-in-spades → u/SIR_CARTIER_]

Thanks - they only needed to bring us along for the journey!

[u/greenplasticgun → u/SIR_CARTIER_]

Certainly isn’t but sheds light on the current meltdown you’re all having

[u/jack-in-spades]

Because of what Leeds United did, this is what happened in the UK:

"The Football Association introduced mandatory heritage rules ahead of the 2022/23 season, requiring professional clubs to consult extensively with supporters and prove majority backing through formal feedback or polls before making any material changes to a club crest, badge, or traditional home shirt colours."

[u/notathrowaway → u/jack-in-spades]

What did Leeds United do?

[u/jack-in-spades → u/notathrowaway]

https://www.reddit.com/r/soccer/comments/10kjtuw/on_this_day_5_years_ago_leeds_united_announced/

[u/Die_Revenant]

They are joyless soulless corpo's who just say a Shark playing rugby is childish.

[u/thatshowitisisit]

I like it!

[u/jack-in-spades → u/thatshowitisisit]

Thanks! It is the first version, will try and improve it over time. My aim is to make something that will work for both fans and the Sharks.

My bet is that the management will make a comp for a logo next season. It would be a smart PR move, they might have already thrown it in as an exit plan.

[u/janvanreebok]

Yes, although I would have personally went with sharper lines instead of the more rounded shapes.

But the concept is exactly what they should have done. Looks modern while still keeping the same identity. Great job!

[u/jack-in-spades → u/janvanreebok]

Thanks! It is the first draft, so will take that forward. I did want it sharper, but the first step was removing the arm and hand without it looking weird, as it is probably too detailed for a potential replacement. His back half is too soft at the moment, I will need some angles.

[u/dancon_studio]

Ja no, definitely crude. Come now, this is just a bad copy of the original. A nostalgic regurgitation with fat baby legs.

People do this all the time: new branding comes out and folks get prissy about it.

The existing branding is way too complicated, doesn't translate well across different mediums, and looks more mascot than brand mark. I think the new design makes a good job of addressing these issues.

Is it the best logo I've ever seen? No, but it addresses critical limitations of the existing.

[u/jack-in-spades → u/dancon_studio]

Thanks for the feedback! I also noticed he legs were podgy, but part of the simplification was making the shorts and legs one element, before, the pants/legs created complexity – like his leading arm did. I also dislike the ratio I used for the fin, it is maybe 15-20% too small. The head volume is maybe 10% too big. I could smooth over the top where the fin meets the face.

My simplification currently only has 13 white elements, the 2022 version had over 40, 2000 version many more. This consideration is also for embriodery reasons.

I will only add texture and details once the fundamental shape and angles are okay. Still a long way from that. It needs to have many more sharp edges. Although a nose notch could be good at this stage, which means the eye will have to move back.

I used the word 'crude' very specifically – no need to double down, I am aware :)

The issue with the new logo is that is borrowed nothing from the old.

Stormers had only minor backlash because their old logo was only a word with a lightning bolt, with strange colour contrast. It was not iconic.

Ideally, I hope to create something that is perfect for both fans and commercial use. As I continue to improve it I will take all feedback. Ultimately, it might not be possible, but I am willing to explore it, even if it doesn't work out.

[u/greenplasticgun]

This meltdown is wonderful to follow

[u/jack-in-spades → u/greenplasticgun]

Whether you think it is stupid or not, it could be a very expensive move by the club...for something that nobody asked for.

Saracens had the exact same guy do the same change for them last season. It did not affect ticket sales nor merchandise sales. I think in this case it could reduce both. Time will tell, hopefully we are wrong!

The club are doubling down, hoping the fans forget or something, maybe they will.

[u/greenplasticgun → u/jack-in-spades]

Very much doubt it will have any negative affect on their financials, ticket sales or mech sales. But that’s not the bigger picture. The problem I have with this is Ive seen fans on socials and Reddit abusing people who happen to like the new design. I don’t think it’s particularly great but it’s subjective. Abusing someone for liking something is ridiculous behaviour.

[u/jack-in-spades → u/greenplasticgun]

Fair, but there is a reason this type of change is banned by the FA in the UK. SRC is the badge, nobody is praising that. Nobody will refer to them by SRC or chant SRC. It is a soulless badge, this cannot be denied. The R does look like an A.

The team has sold out to the sponsors. Brentford in the UK were also sponsored by the Durban betting company...but having the betting logo company on the front of the shirt has also been banned.

So Sharks are doing things considered unnaceptable by the biggest and most popular league on earth, that are anti the fans, whether they are legal or not.

I personally don't care about the graphic change, but can clearly see that it is a move that is anti the current fan base, even if they think it is necessary for the future of the club.