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Heavy Hitters Panel39:15 with Joe Bosack, Fraser Davidson, Skye Dillon, T.J. Hartley, and Todd Radom
Mackey Saturday and Mike Jones will moderate a panel discussion during which we will talk about what it takes to design for sports—where logos are deployed across a staggering variety of digital and print platforms, reproduced at huge and tiny sizes, peeled apart and set in motion, and attached to billions of dollars worth of merchandise.
[MUSIC] 0:00 [NOISE] 0:04 Please have a seat, have a seat. 0:09 [SOUND] Who wants to start? 0:15 Which end? 0:17 I just vote Todd. 0:19 >> Age before beauty. 0:20 >> Todd should start. 0:21 >> I'm Todd Radom. 0:22 Thank you for having me, thank you for having us. 0:23 Anything else? 0:28 Do you want? 0:28 >> Todd, Todd, give us just like a. 0:29 >> All right. 0:30 >> A, a one minute. 0:31 >> I have been I specialize in sports logo design, vary to typography. 0:32 I have worked with I've done just about every big event in American professional 0:38 sports from Super Bowls to, you know, NBA All-Star games, finals. 0:43 My work has appeared on the uniforms of every 0:48 major league team over the last 20 plus years. 0:53 So, I've been doing this a long 0:56 time, passionate about sports, what I specialize in. 0:57 And and I'm happy to be here. 1:00 >> That was fantastic. 1:02 >> Thank you. 1:04 >> Hi there. 1:05 I'm Frasier Davidson. 1:06 I'm from London, in England. 1:07 And as well as doing sports, I run a small animation company. 1:09 And sports is kind of something I really started doing on 1:15 the side, and have kind of worked my way into gradually. 1:18 Working with the likes of Joe among others, and you know, I'll take a moment. 1:22 [LAUGH] >> Cool. 1:30 I'm Joe Bosack. 1:32 I have a small shop in Pottsville, Pennsylvania, in suburban Philadelphia. 1:33 And I've been in this business for 20 1:37 years, started my career in the creative services department 1:40 of the National Hockey League doing identity design 1:42 for teams and other events associated with the NHL. 1:45 And my business has sort of settled in over 1:48 the last dozen years or so into the collegiate space. 1:50 So, I have about 110 clients all over the country from 1:53 large Division I colleges and universities to small Division III schools, so. 1:56 >> I'm, T.J. Harley, I'm from, right up the road in 2:02 Atlanta, I was the creative director at a company called IMG College. 2:07 And they owned another company called, the Collegiate Licensing 2:13 Company, so we're a licensor of collegiate sports products. 2:17 So, any, anything that had a Georgia G on it, we licensed. 2:22 We had 200 schools. 2:25 Worked there for almost 12 years. 2:27 And recently left and started my own company cuz I 2:31 got tired of wearing a tie and driving to work. 2:35 Rolling out of bed at 9:30 seemed much much more 2:38 attractive, so I'm glad to be here with you guys. 2:41 I'm honored to be a part of the panel today. 2:44 >> I'm here, I'm, my name is Skye Dillon. 2:49 I'm located in Northern New Jersey right outside New York City. 2:51 I started freelancing. 2:55 I was younger in 2:57 college, and built up a portfolio. 3:02 And had a, had a really good spot [SOUND] huh, with an 3:05 agency in northern, north Jersey, that's where I initially moved after school. 3:07 So I got a really good network established working 3:10 with them and created a nice foundation moving forward. 3:14 And eventually went on my own and now I do this, 3:17 a lot of the similar projects that, that Joe or Todd or, 3:21 or T.J., or Fraser work on professional sports, collegiate sports and also 3:23 you know, anywhere from minor league teams and events to commemorative branding. 3:27 So it's it's a really dynamic field within the, within the whole realm of sports, so. 3:32 That was great. 3:39 Really great. 3:40 >> I like how Fraser specified that London was in England. 3:41 That, that was great. 3:44 >> Thank you, Fraser. 3:45 >> As opposed to the other London >> Creatives [CROSSTALK]. 3:45 >> There's a London, Ontario. 3:48 >> Creatives are not necessarily geographically inclined. 3:48 So we really appreciate that. 3:51 >> [LAUGH] >> At least I do. 3:52 Dumb guy over here. 3:55 So. 3:56 We are gonna open this up for you guys to get some questions in, but I want to kind 3:57 of lead that off a little bit just to prod 4:01 these, these dudes, a tad, you know, if that's okay. 4:03 So, obviously, you guys make really, really great badges, paraphernalia, 4:08 type lockups with wonderful little marks, and, and things like that. 4:13 We, we understand that. 4:17 What don't you do well? 4:19 >> Wow, that's a, that's a rough question to begin the whole thing. 4:26 >> Anything in, in design for me, I mean, pretty much, you know? 4:28 Anything that involves copy and large type blocks and things like that. 4:32 Yeah. 4:36 >> Spelling. 4:37 Spell it. 4:37 >> [LAUGH] >> Making it dainty is hard. 4:39 >> [LAUGH] 4:43 >> You know, it for, for me, it's interesting, 4:45 actually, because that's sort of why I got into this. 4:46 Is because I had a, I have a pretty limited attention span, and, 4:48 you know, I don't think that large, blown out projects are necessarily my thing. 4:51 I, I was always attracted to those small little, you know, 4:56 things you can get your head around, kinda thing, pretty easily. 4:58 Great. 5:00 >> Mm-hm. 5:01 >> Someone else? 5:02 Come on, we wanna. 5:04 >> Yeah, I totally agree, it goes back to growing up, being a very 5:05 visual learner, and that was really a, a great way to, you know, for me personally 5:08 that's how, you know, I was able to absorb information, and, and really communicate, 5:12 so when it comes to like audio or you know, different aspects like 5:17 that, the concept of really distilling an entire essence of a, of, of a culture or 5:24 a team or a region into a very simple 5:30 icon for me, that's always been you know, really the 5:33 >> Yeah. 5:38 >> The art, the art to it. 5:38 So when, when it comes to really, you know, expanding 5:40 upon that, whether you know, like with collateral or things 5:42 like that, that, that's typically where the you know, I'd 5:44 hand it off to somebody with a stronger skill set. 5:48 >> I can't really think of anything I'm not good at. 5:51 >> [LAUGH]. 5:52 >> [LAUGH] I'm not very good at drawing animals. 5:53 >> I, I would say I'm not very good at drawing animals either. 5:57 I'm a typographic guy. 6:00 >> Me, me too. 6:01 >> And you know, I'm all, I'm generally about 6:01 you know, ribbons and lettering and things like that. 6:04 But yeah, you get out of your, your little 6:07 comfort zone and it, it can be a challenge. 6:09 >> I would probably call a guy like Fraser to help me with something like that. 6:11 >> Well, that's kind of the way we've been working. 6:15 We are, all have our own particular niches. 6:17 So when we worked together I often work with Joe, you know, he'll very 6:21 much tidy up the kind of, you know, the scraggy ends of my work. 6:25 You know, we've been working together on a project recently with a lot of the types 6:29 have been done by Todd Skye and Yeah, these guys in particular, have 6:34 been, you know kind of leading the kind of, you know, the bigger lock ups. 6:40 You know, the things with more complex information, the 6:45 things that need to be, more flexible, need to have 6:47 several variations of them, that's kind of, you know, 6:51 how, how I see your, your guys' skill set's focusing. 6:54 But Yeah. 6:57 You know? 6:59 Kind of, I'm an animal guy. 7:00 >> Animal man. 7:03 Well thank you, and so the reason I 7:04 went into that was because I think something that 7:05 we often don't hear, especially when we're looking 7:07 at people that we look up to so much. 7:09 Sitting here just kind of gawking and drooling 7:11 at you guys, is that we forget that. 7:13 A lot of times you find what you're best at by knowing what you're the worst at. 7:14 And so you guys have obviously been like, hey this is 7:18 where we are awesome and that's not necessarily just purely based 7:20 on this looks really cool so I jumped into it, you 7:24 guys have really captured your strengths and done well with that. 7:26 So thank you for answering an uncomfortable question right off the bat. 7:29 >> Could I interject with one more thing? 7:31 >> Please do. 7:33 >> Because of the visibility of sports logos, and 7:33 we've been talking about this quite a bit over the 7:36 last few days, there's a very vocal passionate audience of 7:37 especially kind of logo geeks who are into sports logos. 7:43 So we, we really tried to come up with one example of a new sports logo 7:46 launched within recent memory which was really kind 7:52 of universally applauded, like, that is just awesome. 7:56 This is what I want to see. 7:59 there, there is so much true criticism, because people are passionate about it. 8:01 And sports fans, this is what I always say, sports fans 8:06 are the most passionate brand consumers on the face of the Earth. 8:09 It's in your blood, it's in your DNA, 8:13 it's sometimes handed down from generation to generation. 8:15 So the, the you know, the, the, the level of critique and, and 8:18 sometimes the you know, the tone of the conversation can be quite harsh. 8:23 Am I right? 8:27 Right? 8:28 >> Well, the same people that are 8:28 passionate enough to get logos tattooed on their 8:29 backs are gonna be the same people that 8:32 aren't necessarily pleased when that logo becomes obsolete. 8:35 >> Yes, and you know Sal Bass and Milton Glaser 8:39 are two guys has there ever been a Milton Glaser tattoo? 8:42 I'm sure there's someone in the audience that has one. 8:46 >> I'm sure I heart New York is on a lot of people. 8:48 >> That's probably true. 8:51 UPS logo. 8:54 >> That's a, that's a. 8:55 >> Brand you know if we're taking consumer brands, no. 8:55 >> Sorry Todd. 8:58 >> I've got a FedEx. 8:59 That was just me trying to be cool, Todd, sorry about that. 9:01 >> [LAUGH] >> Yeah, no big, you're alright. 9:03 >> I was just gonna make that Fed Ex joke Todd, you stole it from me. 9:04 >> You know, it's all about the negative space. 9:07 >> [LAUGH] 9:08 >> So, so that's a great point that you're bringing up, because well, one, I guess 9:10 one thing, did you come up with one that didn't get much critique in any recent? 9:15 Not a one. 9:22 Seriously, not a one. 9:24 >> The hate mail that I get is majestic. 9:25 Let's just say that it's fantastic. 9:27 >> Elaborate, come on. 9:29 >> Oh, I mean, I, it's just about 9:31 everything that I unveil gets this certain percentage of 9:35 hatred and I think a lot of it has to deal with what Todd was just talking about. 9:38 You know the passion of the sports fans is, it's almost irrational to some degree. 9:42 It's, you know, it's very tribal. 9:45 It's, it's us versus you. 9:48 The good guys versus the bad guys. 9:50 And it's not about, you know, what is better for the club. 9:52 It's about what I know and what I've been 9:56 raised and born with, or born and raised with. 9:58 And because of that, you know, when you do even minor changes 10:01 to a sports identity people tend to, you know, flip out over it. 10:04 >> Absolutely. 10:08 So what is it like to support that level of responsibility? 10:08 Because you guys genuinely create identities that, people, 10:13 that people immediately just reference as we, or me. 10:17 >> Exactly. 10:20 >> Compared to, like, nobody goes to Starbucks 10:20 and be like, yeah, we make great coffee. 10:22 Right? 10:24 [LAUGH] >> Yeah, exactly. 10:24 I mean, it's, I always think the, the analogy I've never seen a, a guy 10:25 in a Pepsi tee shirt, you know, verbally abuse a guy in a Coke tee shirt. 10:29 But in, you know, in, in, in the old, you know, the 700 level, Lincoln 10:33 Financial field on any given Sunday for an Eagles game it happens a thousand times. 10:35 >> Absolutely. 10:38 So how do you guys deal with that? 10:40 How does that weight that sits on your 10:43 shoulders every time you're working on that stuff. 10:46 >> It depends on the project to an extent. 10:47 I mean, I think there's a lot of changes 10:49 with regards to moving away from Native American imagery. 10:50 which, you know, you get, you get to feel like there's, there's a sort 10:54 of political backing behind you, as well as just a, you know, a design change. 10:59 So there sort of, you know, there's more 11:03 of a justification for it, but if you're changing, 11:05 a husky, for instance, you know, that's kind of. 11:10 You upset a generation of people, just by defacto, like every time. 11:14 There's nothing you can do about it. 11:17 The people that have grown up with, in all their college photos have the old husky. 11:19 They're not gonna appreciate the new one ever. 11:25 It's never gonna be the case. 11:28 So it's good, sometimes it's good to kind of have the sort of weight 11:31 of a, your political point behind just to kind of say we've got to change. 11:35 >> We were talking before about how a lot of the work 11:39 we do is so, so heavily scrutinized during the actual design process anyway. 11:42 I mean, especially me working with colleges there's all these levels 11:46 of people you have to go through whether it's you know. 11:51 I've worked a lot with licensing directors so, you know, they were the first point of 11:55 contact and then it was they are going to take it to their boss and their 11:59 going to have four people and make four or five rounds of changes and then they 12:03 have a boss and they have a boss so they you've probably experienced that a lot. 12:07 In the collegiate ranks. 12:12 >> Yeah, you know, I think that first and foremost, you develop a thick skin. 12:13 You know, I mean it's, and you really have to play to the brief. 12:17 So we do very detailed, very strategic, strategy statements and creative briefs. 12:19 And it's, at the end of the day, you have to believe it's the right thing to do. 12:25 And, it is. 12:29 It's always the right thing to do. 12:30 And to play to that brief, and to, to, to. 12:32 Sort of stay true to it, eventually you overcome those hurdles. 12:35 The usually reactions to sports identity especially new logos that have 12:38 replaced the quote unquote beloved logo that's been there 20 years. 12:42 They're short lived, they're it's three weeks of very vocal minority. 12:46 And you know, then, then six months of grumbling and then a year 12:53 later, it's, you couldn't, you know, rip it from their cold, dead hands. 12:56 They love it, you know. 13:00 So it's a, it's, you just have to play out. 13:01 >> And, and, and I would interject by also saying that listen, you 13:05 know, the complete flip side of this is that when a team wins. 13:09 And people attach the work that you've been involved with to 13:13 this indelible, permanent memory that maybe they pass on to their kids. 13:16 There is something about that, that is just beyond comparison. 13:21 >> It probably made it easier to accept the 13:26 new Denver Broncos logo, with the two Super Bowls. 13:27 >> Yes. 13:30 >> You know, it's immediately associated with success. 13:31 >> Right. 13:33 And there's a great amount of luck involved, as well. 13:34 You know, if you, you, I mean, we all 13:36 have done this, especially at the professional sports level. 13:38 That quite often changes are precipitated by failure. 13:42 Some era of, you know, just total crap when 13:46 a team really needs to make their image over. 13:49 For whatever reason, and so it really is this 13:52 opportunity to press the restart button and be embraced. 13:56 And when things do finally turn around and everything is generally 13:59 cyclical, with the exception of the Cleveland Browns that we were 14:03 talking about before to now at least, you know, you are 14:06 a part of something potentially really special, and kind of eternal. 14:10 So let's, Todd, just keep the mike in your hand, 14:17 because you're touching on something here that I think is good. 14:19 You've had to work with one of, if not arguably 14:22 the most iconic sports identity out there, the New York Yankees. 14:26 >> Right, right, yes. 14:30 >> Can you talk about, talk about what that's like, 14:31 to work on something on that type of a level. 14:33 Cuz I think that's something that none of us have even any remote clue. 14:36 Well. 14:39 >> To touch something that's, that's so untouchable. 14:39 >> Well, you know, yeah. 14:42 The Yankees' primary identity is untouchable and there's nobody 14:43 alive who's ever been tasked with redoing to my knowledge. 14:46 You know, but to be a part of a brand such as 14:50 the Yankees there is a visual culture attached to, you know, each franchise. 14:53 Colleges, as well. 14:59 In which you know, you, you need to conform 15:00 to a certain thing and respect the traditions and 15:02 you know we talked about it a little bit 15:05 earlier with with again with regard to the Cleveland browns. 15:07 The Yankees would be analogists, you know, the Yankees brand, this 15:10 NY was first, worn on the field of play in 1908. 15:13 It's one of the most famous, forget sports brands, consumer brands around the world. 15:16 It stands for America, it stands for New York 15:22 even if people don't know who Derek Jeeter is. 15:25 Somebody you know someplace halfway around the world. 15:28 So you need to be certainly, you know, approach a client like this with caution. 15:31 Understand what the fan base desires, certainly, and probably mesh 15:38 within that culture, I mean, that's a huge, huge deal. 15:44 Very different from younger franchises without 15:46 a tradition of winning or gravitas probably. 15:49 >> Totally so let's jump clear to the other side. 15:52 Skye, from your perspective. 15:54 >> Not a specific question about me, me referencing the client years. 15:57 But talk to us about the times you've worked where you've had 16:01 to tip toe on glass basically, and what that's been like for you. 16:04 >> Well, yeah, it's all about finding a 16:07 balance and you do it enough times eventually you 16:08 find that formula that works where the client 16:10 trusts your expertise, they're hiring you for a reason. 16:12 But at the same time you, you really have to do a good job with research. 16:16 That's really where I start, it's about really putting yourself in the 16:21 clients shoes and really seeing the brand from their point of view. 16:24 You know, and at the end of the day, the 16:29 brand is your client so being able to experience that 16:31 first is truly crucial to when you, when you finally 16:34 hit the drawing board, and you start actually conceptualizing ideas. 16:38 Creating something that truly fits the essence of, 16:43 of what they are and what they represent. 16:45 So for me personally, I found that having that as a, as the, as the, 16:47 the start of the process, and going 16:51 as deep as possible to really immerse yourself. 16:53 it, for the, and, and combining that with them trusting 16:56 your expertise, at, at the end of the day, I feel 16:59 like that's the best formula for, for putting something out there 17:01 that truly fits the bill, at the end of the day. 17:04 >> Thank you. 17:06 It's good insight, cuz you guys just deal with such a different level of 17:07 client then what's so commonly referenced here, so, it's a nice balance to hear. 17:09 Things are going well, but we're gonna stop 'em. 17:14 Because these guys have a little bit of trivia. 17:17 And it's gonna involve getting you guys activated, and that's 17:20 good, because you're gonna follow this with your questions for them. 17:24 So I'm gonna let them take it from here, to kick off this trivia. 17:27 Where you have a chance to win. 17:31 [SOUND] >> Okay, we're gonna play a little game. 17:32 But we've got. 17:37 >> We need to discuss what the, what the stakes are here. 17:37 >> Yeah. 17:39 >> Now Fraser. 17:39 >> [INAUDIBLE]. 17:40 >> All right. 17:41 The, the winner of this eventual contest 17:41 will walk home with this, this wonderful bat. 17:44 And you know, why don't you take it away with the specifics on, on everything here. 17:49 [MUSIC] 17:57 >> What, what, that is. 17:59 [INAUDIBLE] Creative South, it's beautifully hand 18:01 made, 90% hand made, I'm told. 18:04 >> Right, genuine, genuine wood. 18:07 >> And it's, >> From a tree. 18:09 >> From a tree, yes. 18:11 It's got orange paint on the end, beautiful. 18:12 [MUSIC]. 18:14 >> Engraving and signed by, by us. 18:16 But you can probably get rid of that with some scrubbing. 18:20 >> Yup, a little rubber cement cleaner, and 18:23 you can have a lasting souvenir of this day. 18:26 >> And the second place prize is absolutely nothing. 18:28 Third place a years supply of Turtle Wax. 18:33 >> Actually, I, I do have a dribble invite to give 18:37 away to and maybe we'll do that at the end here too. 18:40 >> Okay but anybody who would like to win the prize, if I could ask you to stand up. 18:43 >> The rules, Fraser, the rules. 18:49 >> I'm getting to the rules. 18:50 >> You must be standing, come on don't be shy. 18:51 Basically just stand up, everybody. 18:57 >> All right good. 19:00 >> So we're going to ask you a number 19:01 of multiple choice questions to which there are two answers. 19:03 If you believe the answer to be answer A you're going to strike this pose. 19:06 [MUSIC] 19:16 >> If you believe the answer to be answer B, you are gonna stand thusly. 19:17 Right. 19:21 'Kay, and if you are correct, you remain standing. 19:23 If you are incorrect, you sit down. 19:27 You are out. 19:28 Okay. 19:30 [SOUND] And when we're down. 19:30 >> We can see all of you from here. 19:32 And when we're down to a final few we're gonna, we're gonna hit 19:35 you with a tie breaker question, and separate the weak from the chair. 19:38 >> Yes. 19:42 >> Okay. 19:42 >> All right. 19:43 >> 'Kay, so ready? 19:46 >> Yeah. 19:49 >> Question number 1. 19:49 The Oakland Raiders primary logo features a pirate with a, an eyepatch. 19:50 As seen by the viewers which side is this eyepatch on? 19:56 Is it A, left or is it B right? 20:00 Make yourselves known. 20:08 >> It's not his eyes it's when you're looking at it what side is it on? 20:09 Can anybody give some action? 20:13 Alright, we're looking up top. 20:17 >> This is the honor system, I'm fucking watching you. 20:18 >> Yeah! 20:21 >> Does everybody have an answer? 20:22 >> All right. 20:23 >> The answer is. 20:24 >> Weigh in. 20:25 >> It is on the left. 20:27 >> It's on the left. 20:28 >> No, you got it! 20:29 You stay stood up! 20:30 >> Yeah, you're on. 20:32 >> Bs must sit down. 20:34 >> Sit down. 20:34 >> Sit. 20:35 >> And thank you for playing. 20:37 We'll. 20:38 A copy of our home game. 20:39 [LAUGH]. 20:40 >> All right. 20:43 Next up. 20:43 >> Next Question. 20:44 >> Who's gonna read this? 20:45 >> The Boston Celtics logo features a 20:46 leprechaun spinning a basketball on his finger. 20:48 Is he A, left handed, of B, right handed? 20:51 In other words what hand is he spinning the basketball on? 20:54 [MUSIC] 20:58 >> [LAUGH] >> And the answer is. 20:59 >> Does anybody have an answer? 21:01 >> Alright, everybody select it, come on. 21:03 >> Yeah, yeah. 21:05 >> Don't be in between with this. 21:05 >> Yeah, yeah, yeah. 21:06 >> Just be decisive. 21:07 >> What? 21:08 Someone's got their arms crossed. 21:08 >> Oh, see, that's C. 21:10 There is no C, ma'am. 21:12 That's wrong. 21:12 >> That's wrong. 21:13 Leave the room. 21:13 >> There is no C. 21:14 Alright it's B. 21:15 The answer is B. 21:18 He's right handed. 21:18 All the A's have a seat. 21:20 >> All right. 21:24 >> Sit. 21:24 >> Have a seat. 21:24 >> Are we thinning the herd? 21:25 >> We are indeed. 21:28 >> All right. 21:28 >> Someone there as well. 21:28 >> We're getting rid of some of them, or they're cheating. 21:28 >> Next up. 21:35 [MUSIC]. 21:35 >> The Montreal Canadians logo features a letter C and which other letter? 21:37 Is it A, H or B, N? 21:42 >> It's a typography question. 21:46 [MUSIC]. 21:47 >> Again there are no crossed arms. 21:50 >> Come on. 21:53 >> All answers are in. 21:53 >> Speak now or forever hold your peace. 21:56 And the answer is an H. 21:58 It's an H. 22:02 [FOREIGN]. 22:03 >> All right, we're going to need more questions. 22:07 >> Is it my turn? 22:08 >> How many do we have left? 22:10 >> Our next question. 22:12 >> Don't worry, we got a few more. 22:13 >> Sure some of you are familiar with this first one. 22:15 [NOISE] Which of these logos came first, the Georgia G or the Green Bay Packers G? 22:17 Who ripped off who? 22:25 >> A Georgia or b? 22:27 >> Everybody selected Green Bay! 22:31 >> Is everybody's answer in? 22:33 Don't forget the people up there. 22:34 They're hard to see. 22:36 >> I know, we're looking up there! 22:36 >> With the lights. 22:37 I got you covered! 22:38 >> All right. 22:39 And the answer is:. 22:40 >> [CROSSTALK] It is the Green Bay G. 22:41 >> You stole it! 22:43 >> All right really. 22:44 >> Whose takin' this one? 22:47 >> The next question? 22:52 >> The next question. 22:53 T.J.. 22:54 >> Next question. 22:54 In the NHL how many teams are named after whether or natural disasters. 22:56 Natural disasters are very popular. 23:03 >> Is it A, three. 23:06 or B, four. 23:07 >> Three or four. 23:11 [MUSIC] 23:12 >> It's a tough choice. 23:12 >> Everybody's got their answer? 23:15 >> Okay. 23:18 >> And all the votes are in. 23:18 The answer is. 23:19 >> Three. 23:20 It's three. 23:21 >> Only a few left. 23:22 >> You know what we just did? 23:23 We eliminated the entire balcony. 23:25 [LAUGH] >> Wow. 23:27 Wow. 23:27 >> We've laid waste to an entire section. 23:28 >> Oh boy. 23:30 How many people do we have left? 23:31 [MUSIC] 23:32 >> Five, six. 23:33 >> Hey. 23:34 >> You want to do one, I think we have one more question. 23:35 >> Do one more question. 23:37 One more. 23:39 >> We'll see if this thins the field out. 23:39 >> Yeah. 23:40 >> You cannot answer the same answer either, we have the no, no game. 23:41 >> All right did we get this one? 23:43 >> Okay. 23:46 >> All right, the Pittsburgh Penguins, 23:48 skating penguin logo faces which direction? 23:50 Is it A, left or B, right? 23:53 [MUSIC]. 23:58 Left or right. 24:00 Everybody weighed in over here? 24:01 Alright. 24:05 >> Who's left? 24:05 >> We have a split room here, with the sole survivors. 24:06 >> Are we ready? 24:08 Drum roll. 24:10 He is facing left. 24:12 >> How many do we got left? 24:15 >> We only have two people left. 24:16 >> This is perfect. 24:18 >> This worked out great. 24:18 Tie breaker time. 24:20 Come up, come up. 24:21 We've never done this before. 24:25 All right. 24:32 >> Here it is. 24:32 >> Who am I talking to? 24:33 Brad, all right. 24:33 And who are you? 24:34 Brittany, very nice to meet you. 24:35 >> Where you from Brittany? 24:38 >> Yeah, where you from? 24:40 Charlotte, North Carolina. 24:42 >> Brad where are you from? 24:43 >> Columbus, Georgia. 24:45 >> All right a local boy. 24:46 >> All right. 24:49 Brad and Brittany. 24:49 One will emerge victorious in this match of wits. 24:51 Fraser, the question. 24:56 >> Final question please. 24:56 >> Brad, Brittany, the question is, during his illustrious football career, our 24:59 legendary host and Columbus Lions Hall of Famer, Michael the Jackhammer Jones. 25:04 Well, which number? 25:10 >> His uniform number. 25:12 >> So these are, these are, these are Price is Right rules. 25:13 You have to get the closest to the number without going over. 25:16 [MUSIC]. 25:19 Brittany, you first. 25:23 >> 44. 25:24 >> 44, did you said? 25:25 >> 68. 25:29 >> We have a 25:32 winner, we have a winner. 25:37 >> [INAUDIBLE] >> Mike. 25:38 >> Why don't you come out here and 25:41 tell everybody what number you were in High School. 25:43 [MUSIC]. 25:45 Oh, the Columbus, Lions. 25:47 >> I thought that was his high school. 25:48 It 25:52 wasn't his high school? 25:54 Whichever. 25:56 >> It was Brittany. 25:56 It was 61. 25:57 >> 61, congratulations. 25:57 >> 61 is the winner! 25:58 >> Well done. 26:04 Todd, Todd Radom will be pitching batting practice in the 26:05 alleyway after the program, so come take a few cuts. 26:08 >> Brad, thank you for playing. 26:12 You can leave now. 26:14 >> Okay, as a second place prize, he is not on 26:15 Dribble, so he wins my Dribble invite as a second place prize. 26:16 >> Oh. 26:19 >> Hooray. 26:19 >> [CROSSTALK] >> I'll fill you in when we're all done. 26:20 Awesome. 26:25 Alright. 26:27 That was really good, I'm just plugging things in. 26:28 >> Awesome, so we've got a little bit of time left and what we 26:32 want to do is invite some of 26:36 your questions for this truly heavy hitting panel. 26:37 So who has some questions out there, come on. 26:41 >> So, it's interesting what you said about, you know, some of 26:43 the bad feedback online from people and I think that's kind of 26:46 proportionate [INAUDIBLE] is that the other 26:50 side of the passion [INAUDIBLE] chime 26:52 in and had no knowledge of the process or, or [UNKNOWN] requirements. 26:54 So I have a question about the specific logo, it's not 26:59 really about the preference but like you guys are the pros 27:02 so I kind of want to know from a technical standpoint 27:06 what do you guys think about the new Jacksonville Jaguars logo? 27:08 >> Uh-oh. 27:12 . 27:13 >> Because they made it more away from the [UNKNOWN] seems like. 27:13 I didn't really understand why the execution on it was kinda 27:16 clunky so I just wanna see what you guys thought of it. 27:20 >> Did anybody in this room design it by chance? 27:24 >> If you didn't hear the question, it was 27:26 these guys preference on the new Jacksonville Jaguars logo. 27:27 >> Is Karen still here? 27:30 You may want to cover your ears for this one, Karen. 27:31 >> Who's starting this festivity? 27:33 >> I'd like to work for the NFL in the future. 27:36 Yes. 27:38 >> I'll let you go first Tom. 27:39 >> Well, you know, there is this trend in the 27:39 NFL because of the fact that they work with Nike. 27:43 Nike has, you know, taken over 27:45 the licenses and imposed their Nike-esque worldview. 27:47 In the case of the Jaguars I think there are a few issues here. 27:52 I spoke about this before. 27:57 You know, this is a franchise that's been flat and has not been a winner. 27:59 So, if you're going to make a break, now is the time to make a break. 28:03 I think that the, I'll just put it out there. 28:06 I hate the helmets. 28:09 I think it's gimmicky. 28:10 I think that you know, there's really not 28:12 a solid foundation of it, the logo itself is 28:14 more, to me, an illustration than a logo and, you know, I just can't get past that. 28:17 I don't know that it's build to last. 28:25 >> Let's go to animal man himself. 28:27 >> [LAUGH] I though, I mean. 28:28 You've gotta kind of have reasons for changing these things. 28:31 I guess I don't really understand I don't see what problem was solved with the new 28:34 one, I mean regardless of kind of the 28:41 stylistic elements of whether you prefer it or not. 28:42 I thought it got quite a good response online. 28:45 I saw a lot of people were quite, quite into that. 28:47 In that sense they probably got a bump in, you know, revenue from 28:51 sales, and and so it serves a purpose, but, yeah it, from a 28:55 design point of view I don't know what, I don't know what issues 29:00 were solved with the old, but I really like the old logo as well. 29:03 I thought it was a really. 29:05 >> You know that's actually funny, because growing up, 29:07 I grew up in Maine, so we didn't have 29:09 any professional teams, so I was really at liberty 29:10 to pick whoever had the best branding when I 29:12 was a kid, so, when the Jaguars unveiled all 29:14 their new stuff, I was in, you know, early 29:17 elementary school and I immediately latched on to it 29:19 because I thought it was a phenomenal job of branding. 29:21 I was just really attracted to the design so it's actually 29:24 funny because it, it overlaps, I mean now we're doing it professionally. 29:28 But, just as a fan in the last couple 29:31 of years since they've used that identity it's like losing 29:32 a member of your family in a sense to where 29:36 you feel so detached from what you grew accustomed to. 29:38 That you latched onto, at least with me personally 29:42 because of the craftsmanship behind it, the design elements. 29:44 So just for myself personally I found that it's 29:48 been a complete 180 in that sense, to where 29:50 I've lost all association personally with the team from 29:52 that standpoint of view, you know, from that standpoint. 29:55 Yeah, you know, I, I think whether you 29:58 like it or not, I mean, it's so subjective. 29:59 But I think that when it comes to sports brandings, 30:01 sports identity design, there are, there are dos and don'ts. 30:03 You know, there are, there are things that 30:07 just work, and things just inherently don't work. 30:08 And it's primarily because of the way that 30:10 these things need to apply in real world application. 30:12 You know, think about all the different places that they show up on. 30:15 And, and most of them you can't control. 30:18 Professional sports team has literally hundreds of licensees that once 30:21 you do something like this, you have to make it 30:25 bulletproof to the point that you can hand it off 30:27 to all these licensees and the reproduction is relatively consistent. 30:30 But, I, I think that one of the disappointments of that particular mark 30:33 is that I just don't think it functions very well in the application. 30:37 I think that because of that, the team opens 30:40 themselves up to lots of different interpretations of it. 30:42 You know, one of the things that we all do, and, and is to 30:45 really make sure that the work that we do [COUGH] is really really tight. 30:48 Really bulletproof and capable of being 30:52 consistent across all of those applications. 30:55 That mark doesn't do it. 30:57 As far as I'm concerned. 30:58 >> Yeah I, I would agree with the rest of these guys. 30:59 It's, I'm of the if it's not broke, don't fix it opinion. 31:01 I didn't think there was anything wrong with the old one, personally. 31:06 the, the new one's a little bit kinda Disney-like to me. 31:09 It's got a very sort of cartoon-y look to it. 31:12 That's, you know, a Jaguar's supposed to be kind of ferocious. 31:15 And it kind of loses all that ferocity when you, when you make it look like that. 31:18 So, I, I liked their old stuff, I really did, and 31:23 I, I really didn't see any reason to change it, but. 31:26 >> And on that note, nobody's rooting for the Disney team. 31:28 Who's next? 31:30 >> [LAUGH] >> Well that was quick. 31:31 Go, go for it. 31:33 >> So, I'm from Louisiana, so I'm just gonna say LSU football, they 31:33 have the old tiger on the helmets and the new tiger everywhere else. 31:38 It's crazy, right. 31:46 >> Let me just say that to make sure everybody heard it. 31:48 We were really close to him so he is referencing the LSU logo 31:50 in that they have a different logo on the helmet and on everything else. 31:55 I think it sort of flies in the face of brand building. 32:00 Right, I mean you're trying to build equity in your look 32:03 and to have inconsistency's in the system makes no sense to me. 32:07 LSU is an anomaly from a branding perspective, I should 32:11 clarify that LSU is and anomaly from the branding perspective. 32:17 I mean, they have so many different logos. 32:20 It's just, it's absurd to me. 32:22 >> And they, they don't seem to get rid of the old ones when they add new ones. 32:23 They just, like, keep adding stuff to it. 32:26 >> Right. 32:27 >> [LAUGH] >> They don't really replace it. 32:28 And when I was, I don't mean to interrupt you Joe, but when I 32:29 was working at my, my old job, you should have seen the style guide. 32:33 It was just, like, peppered with all this different stuff, and none of it was, made 32:36 sense, it wasn't a cohesive unit and it was just like kind of all over the place. 32:41 >> Well the new ones as well, I saw a new one recently. 32:45 >> Probably. 32:48 >> Yeah there's a new football helmet logo now by the way. 32:48 But I don't think the old one went away either so I think they. 32:51 >> Great. 32:54 >> It didn't change much. 32:54 It didn't change much. 32:55 >> The old one's on the other side. 32:56 >> Yeah. 32:58 >> Good, good. 32:59 Next question. 33:00 I know they're popping up crazy, way in the back. 33:01 >> What 33:03 do you guys think about the new logo change for Florida State University? 33:05 >> The question is what are their opinions on the new Florida State University logo. 33:13 >> I think we've discussed this in the last 24 hours, in private. 33:16 >> We did. 33:19 We still have to go to work tomorrow. 33:20 Speak to our 33:24 client. 33:27 >> Well I think actually, Fraser, you, you addressed something that 33:28 was super you know you kind of brought it all home. 33:32 It had structural problems, one of the things we are always 33:35 tasked with is the ultimate kind of silly question, will it embroider? 33:37 You know these things get big, they get small, 33:42 they've gotta go on TV, get animated, painted on grass. 33:44 All the stuff, there's tremendous platform, you 33:47 know, usage and licensee usage as well. 33:51 And in the case of the FSU logo, there's number one, there's aesthetics. 33:55 We can debate the aesthetics of it but what you 33:58 said yesterday I, it really kind of brought it home. 34:00 They didn't address most of a certain number of 34:03 the problems that were inherent in terms of the structure. 34:06 There's still like a fussy amount of detail and 34:09 quite frankly, I'll just put it right out there 34:12 and I think this has been a common theme, 34:14 it kinda, he does not look a Native American. 34:15 He looks like a yelling Caucasian dressed up in Native American wear. 34:18 You know, I mean it's, its part of it. 34:23 >> Yea. 34:25 >> So it's even more offensive. 34:25 >> [LAUGH] 34:27 >> Well truly, although, it, you know, it, I mean. 34:27 >> I know there's a question right up here in the front, let's move. 34:30 No, that was a really good answer. 34:33 >> as, as being a sports fan, that is you all probably all are. 34:35 When your specific team that y'all like, you all find it hard working on teams 34:39 y'all like and you're a fan of, and do you have a hard time working on things that? 34:44 >> So the question was being loyal sports fans is it difficult for them to both work 34:50 on teams that they are already fans and then 34:54 teams they are strictly opposed or not fans of? 34:57 >> My old job, I went to Clemson so I'm a 35:02 huge Clemson fan, I don't know if anybody here is from Clemson. 35:04 But their big rival's South Carolina. 35:07 And I had to work on two Baseball National Championship logos. 35:09 And that was, that was tough. 35:16 That was a tough one to swallow, for sure. 35:17 I did have thoughts of hiding subliminally tiger paws in there somewhere. 35:19 [LAUGH] [LAUGH] 35:24 >> Like you look at it a certain angle and you can see it, but I didn't do that. 35:25 But I don't know. 35:29 You, you just do the best job you can. 35:30 I think you have to kind of put all that aside at 35:32 the end of the day and just do the best job you can. 35:34 I mean that's, that's what I did. 35:36 >> Yeah, to be honest, I feel like the longer 35:38 you're in the industry doing design work for sports brands, you 35:40 become more and more disconnected as a fan, just because you're 35:43 addressing so many different you 35:46 know, different, different teams, different leagues. 35:49 Different things like that. 35:51 So, it's harder to have that, you see it on the field that 35:52 you're critiquing the work as opposed to really watching the game in a sense. 35:54 So... 35:57 >> Disguising, disguising it by emotionally shutting down. 35:57 >> Right. 36:00 Correct. 36:01 [LAUGH] 36:01 >> I, I, just real quick I will, I'll share product [INAUDIBLE] later. 36:01 Anybody wants to know. 36:05 I am an ardent fan of a particular team. 36:06 And I wind up doing a lot of work for, my 36:08 team's arch rival, traditional rival, and I always look at it this 36:11 way, I'll say, you know, I'll take myself out to a nice 36:14 dinner, I'll say, it's so ironic they're putting food on the table. 36:17 You know? 36:20 This is paid for by. 36:21 >> Paid for by the enemy. 36:24 Let's get one last question in and then we're gonna move these guys to 36:25 the vendor's rooms so you guys can keep this going for a long time. 36:29 You've been here for so long, one of the most loyal. 36:33 How do you guys feel about the Brooklyn Mets logo and Jay Z's input? 36:35 That's pretty good ender, the question was how do they 36:41 feel feel about the Brooklyn Mets Logo and Jay Z's input. 36:43 Please, Tom, I'll go with no comment on that one. 36:47 You know, a whole big deal was made of the fact that Jay-Z, who actually owned 36:50 like one-sixth of 1% of the Brooklyn Nets, 36:54 quote unquote designed this logo, which he did not. 36:57 I mean, you know, he does, you know, he, I, he 37:00 is a taste maker socially there is no question about it. 37:03 And I'm sure he kind of signed off on it. 37:07 But that said, it's weird. 37:09 And I'm a New Yorker, I live in the New York area and so I am subject to 37:10 seeing lots of Brooklyn Nets stuff all over the 37:14 place, people wearing it, tourists coming in and buying it. 37:17 Here's the thing: to me, and I think all of us 37:19 can speak to this and Joe, you used to the word. 37:22 Sports are tribal in nature in the sense 37:25 that, you know, Coke is red, Pepsi is blue. 37:29 Well you know, the Knicks are orange and blue 37:31 and the Nets are black, they're black and white. 37:33 It's very popular right now it's super, super stripped down 37:37 I'm not a big fan of the execution because it's supposed 37:40 to be lovingly, there are some many people in this room 37:43 who do these beautiful bespoke, you know real pieces of lettering. 37:45 I am not a fan of the craftmanship for that particular mark and I do think 37:49 that just the fact that it is monotone will run it's course if you are a licensee 37:53 who manufactures, I don't know sweatshirts just the 37:59 most common denominator, and what do you do 38:02 if you walk into the Brooklyn Nets team shop you are faced with a sea of sameness. 38:06 And, I think that, you know, if you're a Brooklyn 38:11 Nets fan, you've probably bought everything that's black and white. 38:13 What if I want, pink? 38:16 What if I, you know. 38:17 And, and, where do you go from there, I don't know that it's sustainable. 38:17 >> You lose the flexibility that, you really 38:21 need to have in an sports identity, where 38:23 you're really, you know, addressing a lot of 38:25 different things when you think about merchandise and apparel. 38:27 And, and how this thing works to tool, you know, to, to generate revenue. 38:30 So, like Todd said on that point, it's, it's rather limited. 38:33 >> I think that's a really fantastic question to end on. 38:36 That's some really good insight, because you guys are really getting into some 38:40 stuff that is not addressed in general 38:43 identity design, especially these spectrums and everything. 38:45 So, please, we don't wanna shut these guys down by any 38:47 means and I know I can't get them to shut up, so 38:50 we're gonna move them to, like I said over to the, whatever 38:52 you want to call room where people are fightin and sumo wrestling. 38:55 So we're gonna move em over there, and we're gonna move on to speaker. 39:00 Let's make a whole lot of awesome really loud, really grateful noise. 39:03 >> [SOUND] >> Thank you everybody. 39:06 >> Thank you. 39:07 >> Thank 39:08 you very much. 39:12
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