February 2006 Archives

While most sports fanatics make predictions based on how well teams match up, I'm going to make my first Superbowl prediction based on factor that I know a little something about: branding.

Over all, Seattle's brand looks like a sports team logo whereas at first glance Pittsburgh's brand gives off a more corporate feel. The typography for Seattle's wordmark packs more punch and feels appropriate to communicate power and strength (two qualities one would truly like to have associated with their sports team, no?). On the flip side, the Pittsburgh wordmark's typography seems informal, slight, and less impactful. It is almost overwhelmed by graphic element of their brand. The logos themselves, though, have me routing for Pittsburgh. With its strong bold collection of three repeated diamond-like shapes that have an almost Rand-like whimsy, Pittsburgh's logo is far more memorable. Its uniqueness as a brand, despite its lackluster typography, makes me pick Pittsburgh as a hands-down winner. I guess we'll see if that shuffles out to be true on the field, too.

For a little more on the Steelers logo, check out this well-written story from the Houston Chronicle