The current logo is a bit like our original jerseys. Back when we had those, they were consistently rated among the worst in the league for being too busy and having too many modern elements. One touch-up later, we trashed them in favor of a more mainstream look. Overnight, the originals became a classic and the New Storm was trashed as a cheap O-6 knockoff look.
Same thing would likely happen with the logo. It’s underrated from a design perspective because people associate it with a bad team. It’s actually a really solid crest for a hockey jersey — geometric, symmetrical, balanced, looks good from a distance and has some aesthetic detail when viewed close up. It’s a literal representation of a hurricane but also has an abstract quality. I wouldn’t expect to see a better logo as a replacement — I’d expect to see something generic and knockoff-ish, which would be panned universally while the former logo elevates to nostalgia level 10.
We’ve had our crest for 20 years. For perspective, that’s longer than Anaheim had the duck mask; longer than Dallas had the Minnesota-style star; longer than the Kings wore purple and gold; about as long as the Caps wore their classic reds; and longer than the whale-tail logo existed. At this point we are at the exact phase of time when something becomes old but not yet immutable; if we just hang in there for about 5 more years, the cycle will turn again, late-90s style logos will come back in fashion, and we’ll be one of the groups that looks down our nose at hipster designers trying to copy our brand. Just let it sit for a while longer.
