So, the Portland Timbers have apparently designed a new logo to be unveiled this Saturday as a step to help them move toward Major League Soccer. I’m interested to see what they’ve come up with. An article in today’s Oregonian about the logo mentions, “What if they unveil the new logo…and nobody cheers?” Well, if that happens, perhaps it’s because a logo doesn’t make the brand.
Below is a visual timeline that showcases the the various logos used by the Timbers, as it appeared in The Oregonian article.
What’s interesting, from a brand perspective is all the hoopla around the unveiling of a logo. If the identity used during the 2001-2004 timeframe didn’t “catch on with fans” perhaps it was less about the design and more to do with the Timbers‘ brand itself. Are the Timbers positioned well? What’s their distinction in the Portland sports market that sets them a part from other sporting options? It helps they are the only soccer team, but other than that, what’s the promise? And what does the brand stand for? I’m not sure I know and I’m a soccer fan. I do know that the Timbers along with owner and business phenom Merritt Paulson are hanging their hats on this as their step to the majors. And the development process took more than a year including research. All well and good, but that’s a lot riding on a mark. And, the questions I have for Paulson and the team? Tell me what the Timbers stand for. Tell me the experience I’ll have attending matches. Tell me what you are promising and how you’ll deliver. Then with the answers hold the new logo up in the mirror and tell me what you see.
[Added 6/12 post logo unveiling]
So the new Portland Timbers’ logo has been unveiled. See it for yourself here. Was there cheering? Don’t know. But the outcome is…just okay. Slightly uninspiring. At least the Oregon Ducks will surely enjoy the color combo.