The Admirals unveiled their new logo and color scheme tonight during a party / fashion show at the Potawatomi Bingo Casino Stage at the Summerfest grounds.

The logo is depicted above, and was designed by Joe Locker of Yes Men, a Milwaukee ad agency.

The tag line "Never Say Die" has been confusing drivers from billboards around Milwaukee for several days.

Admirals president Jon Greenberg expects merchandise sales to increase because of the new logo. "Everybody is telling us that skull and crossbones is a hot image these days," he said, citing the popular movie "Pirates of the Caribbean II." "We didn't know that when we started this a year ago, but we think people are going to like it."

The color of the road jerseys will be "battleship gray."

Greenberg said that the team's mascot -- a large fuzzy orange dog named "Roscoe" will not be impacted by the logo change."

89 comments about this article. Post a comment / write a review.

Recent Talkbacks ...

Posted by OMCreader on Oct. 31, 2006 at 2:43 a.m. (report)

Joe Smith said: Wow! The new Admirals logo is hideous!

Posted by OMCreader on Sept. 15, 2006 at 9:08 p.m. (report)

Brian said: Gee, I wonder if the last poster works for the YesMen. Sounds like we struck a nerve. Sorry if we all don't love your design. I am a designer AND a long time Admirals fan, thank you. So don't say all the logo haters don't know anything about hockey. I still say this logo is trash and it is NOT progress. The Admirals' front office couldn't have done anyting more idiotic than approving this so-called logo. It's more like a character from a crappy Saturday morning cartoon.

Posted by OMCreader on Aug. 30, 2006 at 3:33 p.m. (report)

TMvT said: So, the commentary I've read here from many appears cowardly, and right in line with much of Milwaukee's design commmunity as opposed to its hockey fan base. No surprise there. A bunch of wannabe's sitting behind their lighted boxes sucking on sweaty 64 oz. soft drinks, punching letters of "smart" hate onto their annonymous "I'm a designer" keyboards with a tangential agenda... Click. This logo was not designed for you. Yesmen appears to have used some forethought (here, I'll hep you folks out: fore-thought [noun] 1: a thinking or planning out in advance; 2: consideration for the future) in the implementation and promotion of this new design direction, and I commend them and the Admirals front office for being progressive and for thinking to the future for both the franchise and their fanbase. BTW, that future is out riding their skateboards for the last couple of days before heading back to school. I suppose all of you who were happy as pie with the MSU Spartan/NE Patriots mindnumbing, forgetable offering are just now poking your heads out from the latest Communication Arts mag for your next design rip off... hoo-RAHHH! for originality and thought provoking design in Milwaukee, and for some solid, effectual marketing direction by Mr. Locker for a fabulous local client in the Milwaukee Admirals. Hey, maybe you should try going to a game....

Posted by OMCreader on Aug. 30, 2006 at 4:13 a.m. (report)

N.D. said: Great... another Marquette in the making. Now end this sick joke and complete the cycle by going back to the old one.

Posted by OMCreader on Aug. 25, 2006 at 6:37 p.m. (report)

Randy said: Don't forget to sign my online petition at http://www.ipetitions.com/petition/Admirals/ I will be printing off the list and mailing it in next weekend.

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