The new Carolina Panthers: A good look?

The Carolina Panthers subtly introduced a new evolution of their logo this week, and I must say as a diehard Panthers fan (and a seasoned graphic designer), a part of me cringed. Don’t get me wrong, I’m not opposed to a change and the new identity isn’t necessarily worse off. But it’s the opportunities that were left on the sketching room floor that really get to me.

Starting with the wordmark – there is no doubt in my mind that the scratchy script font from the early 90’s needed to be updated. When locked up with the icon, the contrasting styles made for a visual focal point battle. But the change to a generic sporty serif is ubiquitous among a thousand other teams. A prime example of opportunity left hanging.

And then there is the icon. To begin with a positive – retaining the overall angle and shape allows for a connection to the previous brand while incorporating sleek lines that add a modern touch. Conversely, the sleek lines diminish the strong jaw line and defined fangs from the previous icon. But the most disappointing part has to be the angle of the panther’s left eye. I understand the idea of perspective illustration – how one eye would be smaller than the other – but given this angle the outcome is too polarizing, making the overall appearance of that eye to seem lazy. It’s difficult to appreciate the new design with a lazy eye starring back at you…

At the end of the day, this, in combination with new team jerseys, will result in more merchandise and apparel sales, which will be great for the organization. Hopefully that small part of my inner panther fan that perished with this new logo will be resurrected when we finally get a ring… even if the new logo is on it.

Contributed by Nick Irwin, Senior Graphic Designer