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It comes along with one of the more detailed re-invention "stories" since McFarlane redesigned the Oilers 3rd jersey. I'm not saying it's good but hey kudos on creating a backstory for a logo and color change guys
The logo and slogan come with quite an interesting story that traces the origin of the new logo, which, as it turns out isn’t new at all.
The Admirals new logo is actually and aged version of the team’s logo from the late 1970’s, a short young lad, who was lost in the waters of Lake Michigan back after the 1981 season and was recently found. The only thing that managed to keep him alive all these years was his fighting spirit. In fact, after one of his legs fell off, he used it as a hockey stick to hone his skills.
After over 25 years of being underwater, the red white and blue uniform had faded to the black, silver, and ice blue, and had turned his fresh young face into a skull. Despite all of his changes, his fighting spirit never wavered and that relentless spirit and tireless work ethic have given us our new battle cry: Never Say Die!
I'm not too fond of it myself, but I think the other versions of it are even worse....
If you look at the 'full version' on their header for example:
Uhh... yeah... it's all just about 50 different kinds of out of proportion and off kilter it seems... you can by the way catch an amaimated with flash and a booming "announcer voice" version of the text I quoted at their website: http://www.milwaukeeadmirals.com/
On a totally unrelated note; I've always found it extremely odd that one league has two teams named the Admirals; AHL's Norfolk is also the Admirals, they're the Hawks main affil.
oh no...can't believe that someone got money for designing this. i like south park style, but not for a hockey logo.
this is really awful....
also the "new" ducks logo hurts my eyes. very creative - writing ducks - and use it as logo
but also my devils organization did a "not so good" logo this year.
Ex-Lowell Lock Monsters are now the Lowell Devils. logo doesn't stun me at all....
Yeah I mentioned the Lowell change in another thread too However really anything for them would have been an improvement as they had a cartoon-based logo that looked like something out of a 70s kids cartoon show
This is really a case of 'What Not To Do' id "rebranding" your team; I think they've basically gotten everything wrong every step of the way here... I'd be really embarrased if I lived in Milwaukee but since in fact Milwaukee is quite close to Chicago we have a bit of a rivalry and so I laugh heartily in their direction and say "Yeah, that's just classic Milwaukee... "
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However really anything for them would have been an improvement as they had a cartoon-based logo that looked like something out of a 70s kids cartoon show 
