if what the maple leafs introduced this week counts as a new logo, allow me to recommend a new musical group. They’re called the beatles. Discovered those mop tops myself. Lou lamoriello thinks they’ll be huge, too, if only they’d get some haircuts.
Giggles aside, let’s just agree that the leafs’ redesigned crest, which will be worn as their main insignia beginning next season, is about as original as a 1960s cover band. It smells of a time when players reached for a nutritious in-game snack known as a cigarette. It’s as fresh as your great-grandfather’s ear hair.
And it’s exactly, precisely, unquestionably what the maple leafs needed. The not-so-new logo, closely modelled on the oft-tweaked one the club wore from around the 1940s into the 1960s, is a redrawing of canadian classic, warm and fuzzy and familiar, with a touch of clean-lined modernity.
And it’s just the latest bit of evidence that the man who is in charge of the operation, team president brendan shanahan, has a deep and sophisticated understanding of the importance of embracing the right parts of the club’s past in the ongoing process of building its future.
as shanahan noted in a letter to season-ticket holders explaining the change, the maple leaf was once “one of the most prestigious and intimidating symbols in the game.†it only makes sense for the maple leafs to take those formative parts of their history — the teams, say, that won five cups in eight years in the ’40s, and four cups in six years in the ’60s — and celebrate them prominently.
A radical makeover wasn’t in the cards, shanahan said, because “we’ve got too much respect for our history, for the people that built this organization — guys like teeder kennedy and syl apps and george armstrong.â€
the idea the leafs were beholden to the sweater they’d been wearing since 1970 was always hard to figure, especially considering how effusive players and fans became in recent years when the team wore throwback versions of their glory-days uniforms. The circa-1970 uniform has been worn by a long list of fine players, sure, but it has also been balled up and tossed on home ice in disgust. It has also been sported by some of the worst teams on the franchise’s ledger.
So give credit to shanahan for asking a simple question: Why did the leafs go away from a logo synonymous with success in thefirst place?
“i didn’t get a good answer,†shanahan said.