JERSEYWATCH takes a trip to the minors in this episode that serves as a sequel to DESIGN DECODED: MINOR MATTERS. Should AHL teams embrace originality or follow their NHL parent clubs when it comes to branding?
I asked two top creatives from the league Matt McElroy (Ontario Reign) and Eric Kowiatek (Utica Comets) to share their thoughts on this subject. We take closer look at some of their branding work, from new anniversary logos to past specialty jerseys—and they answer the big question!
But first, get caught up on what’s new in the AHL for the 2022-23 season, including two new teams and a bunch of new jerseys!
▪️ CHAPTERS ▪️
00:00 – Intro
01:37 – New For 2022-23
05:43 – Meet Matt & Eric
08:10 – Anniversary Logos
10:05 – Originality vs. Synergy
15:27 – Specialty Jerseys
19:17 – Viewer Questions
24:59 – Utica Devils!
A long-time feature of Icethetics, JERSEYWATCH tracks what’s new in logo and uniform design every season.
▶️ Mentioned Videos
DESIGN DECODED: Minor Matters – NHL vs AHL ▸ https://youtu.be/xRQosiM5jiA
📢 Memberships Now Available!
Join the Icethetics channel to get access to exclusive perks ▸ https://www.youtube.com/channel/UCVuaXpzE6NrlUfPVKw5Yc_w/join
If you’re already a member, THANK YOU!
Featured teams include the Ontario Reign, Utica Comets, Calgary Wranglers, Coachella Valley Firebirds, San Jose Barracuda, Springfield Thunderbirds, Rockford IceHogs, Colorado Eagles, Bakersfield Condors, Iowa Wild, Milwaukee Admirals, Hershey Bears, Utica Devils, and Albany River Rats.
[Interview recorded 9/2/2022]
38 Comments
I know hockey isn't for everyone, but only 16k subs for content this good and thorough is just criminally underrated!
The Condors also changed their colors back to the brighter blue and orange to match the Oilers jerseys.
Also, good to know that Matt thought the same way I do. That ECHL Ontario brand was SICK.
Great content as always Chris!
I gotta say I'm more of a fan of minor league teams having their identity, none of this logos, colours or anything to do with the parent NHL team
More great content! Loving the motion design. These videos are always amazing!
Awesome video as always! Loved the commentary from McElroy and Kowiatek who gave great insight. Love hearing from professionals, especially those that work very close to NHL/AHL.
RIP Stockton Heat but go wranglers
We've (HSK) always worn gray pants. No changes
I miss when my hometown Norfolk Admirals were in the AHL. They had the best logo in the league, if not the sport, of that era. ECHL just isn’t the same.
This is one of my favorites!!! Great job all of you!!!
The ahl should design and use their own designs and stop using nhl parent clubs jerseys and designs it’s ridiculously stupid I can remember when more teams used their own branding the ahl was a lot better in the 90’s now they’re is some true lazy ass designs
Most underrated work we have seen in a long time, bravo my friend! Your dedication and craftsmanship with the videos are exceptional! Love the videos man!
Big props to the Lowell Lock Monsters shoutout. Miss them
I live in SJ and a season ticket holder for the barracuda. One of things I heard from someone who works with the cuda is that they can’t wear the grey “steel” jerseys because it’s not dark or light enough to distinguish in game. Idk who’s idea it was but I knew having a grey jersey was gonna be an issue being too close to white and too close to being dark. I don’t think they’ve worn them yet as you said and I don’t think they will at all. They don’t even have them for sale yet but have the black Cuda jersey for sale
If the Blasty jerseys used the side view seen here, they might be okay, no more bald horse.
Considering the hockey guy is so passionate about jerseys..curious if he'd do a collab with you. Shannon seems like someone who would appreciate your work
Am always curious about those AHL teams. My NHL's team affiliate (Marlies) is basically similar to what the Leafs are wearing.
More of this! Great insight into AHL branding and design
This channel always brings it!
AWESOME vid, do WHL next
I'm a big Kings fan plus a big Reign fan so it was cool to see some stories about them.
I'd enjoy seeing an interview from people in similar positions with teams that have a completely unique identity, like the Admirals, Bears, Griffins, Americans, etc. I guess I'd also like to hear from teams that are just lazy clones of their parent teams, like the Iowa Wild or Providence Bruins. I'd put the Reign and Comets in the middle – unique name and logo, but same colors as the parent team. Loving the AHL content, though!
good video
This was fantastic! Would love to see more of these types of videos!
The "CUDA" jersey reeks of low minor or even beer league.
If only the 'Sens', 'Bolts', and 'Canes' type trend would die a quick and permanent death.
Wranglers should've kept the cowboy and horse IMO
I wish the AHL have their own identities just like for instance the Hershey Bears. It's been a disaster with Bridgeport changing from the Sound Tigers to Islanders. Your asking a STH base that are mostly Rangers fans in Fairfield County to root for a team called the Islanders. The teams already fragile attendance really hit rock bottom.
As a Springfield Thunderbirds super fan and season ticket holder I’m so glad we’re not like the Springfield blues or something, I love our logo our name jersey everything feels like it’s our own cause it is! Nice to stand out!
The Comets copper 7 jersey based on the flying skate is my favorite jersey. I have two of them that I ended up getting over the years. One is mounted on my wall and the other I wear to all the home games.
Keep up the great work Eric!
As Syracuse fan it pains me to say it but Utica almost always hits it out of the part with their designs. The green alternate they had with Vancouver and the current Devils throwback are just phenomenal. I'm praying they wear the throwbacks on the road in Syracuse at least once this season.
Great video as always!
Wait how the hell does this channel not have at least 250k subs?
Where can I buy an authentic ahl (comets or Americans) jerseys?
Albany RIVER RATS
Being a Wolves fan, I prefer teams to have their own identity. They mentioned the cost of equipment. Id like to SO Grand Rapids for having unique uniforms while incorporating Detroit’s equipment. They have an amazing set.
I definitely think there's too much overlap between the Vancouver Canucks and Abbotsford Canucks. Obviously the fact that the two share a name is bad enough, but the fact that the Johnny Canuck logo is used for the Abbotsford Canucks hurts the impact of any branding the Vancouver Canucks also want to do with that logo. Anyone familiar with the Abbotsford Canucks looks at the Vancouver Canucks Reverse Retro jersey and goes "meh". I love the AHL brands that have stuck around like the Hershey Bears and Rochester Americans. I also think uniforms that give nods to other sports, like the Milwaukee Brewers logo on the Admirals jersey, and the Cleveland Monsters jerseys that use Cavaliers colors are a unique touch.
Great info and production as always, who remembers the Iowa Chops?! 😂
As an IceHogs fan, I really like the Hammy head replacing the wordmark on the jersey. Their old logo was goofy, but in a fun way. This is much cleaner, though. More consistent with the Blachawks brand too, seeing as how the Hawks own them directly now. That being said, I think a full rebrand would do wonders. The roundel is awkward as a primary mark – just switch to the head without the roundel? Or use the greys as inspiration…the greys are super popular around the BMO.