Earlier this morning, Icethetics published an alternate design of the Washington Capitals logo intended for this year’s Winter Classic. The concept, designed by Reebok’s Andrew Sterlachini, shows the W interlocked with a letter that reads both as a D and a C as your eye travels left to right.
It’s the kind of smart, innovative design that logo-ethusiasts and illustrators fall in love with, but fundamental readability issues keep it to the cutting-room floor. That’s what happened in this case, but boy is it a beautiful design.
On his dribbble.com page, Sterlachini described it as “one of my favorite concepts that didn’t make the cut.”
Sterlachini also shared the Capitals’ Winter Classic crest he came up with and gave some background on how he came to this solution.
A few notes on the direction:
With a limited team cresting and uniform history we focused on the Washington D.C. hockey heritage.
Washington Presidents and Washington Lions uniforms and marks used as design/uniform inspiration
Washington D.C.’s flag (based on the Coat of Arms/Family Crest of George Washington) also was a big influence
Also a tie to the Washington Senators “W” logo as well.
According to his LinkedIn account, Sterlachini has been the Senior NHL Graphic Designer at SLD of Adidas Group for the past 10 years. He graduated from the Tyler School of Art in 1997 and has worked previously for Majestic Athletic, a jersey reseller for MLB.
Thanks to Reader Jay for sending this to me earlier.
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