For those who either picked up the flyer at Summerfest or caught wind of the news through the Milwaukee Admirals social media – there is a major team event taking place in less than two weeks time. What will it be about? It’s a mystery at this point but the advertisement itself gives three very specific clues that all center around the phrase “All Aboard.
(1) The font being used for the phrase “All Aboard” is unlike anything I’ve ever seen associated with the Milwaukee Admirals franchise before. It has slight resemblance to the Calder Cup winning era but that’s about it.
(2) The “A” used to start off “All Aboard” are both clearly new logos which use beveled bones for the letter.
(3) The colors used are also brand new to the Admirals. It’s not as dark as navy, it’s not as prominent as a royal blue, but there is a blue being used along with shades of white and silver.
What does it all add up too? Well, if anyone followed the Milwaukee Bucks the last half-year, it looks like a rebranding campaign which would make the “All Aboard” event the unveiling of new logos and uniforms for the Admirals. I suppose that would explain why locker room furnishings with the current logo (team carpet, “Road To Nashville Runs Through Milwaukee” entrance sign, and “Admirals Who’ve Graduated to Nashville” sign) were all sold at the recent Garage Sale.
In terms of their branding history the Admirals have really had three eras so far. The IHL era, the early-AHL era, and the Harris Turer ownership era. Each design from era to era were drastically different and both had their unique charm. I crafted my favorite of both words to create the Admirals Roundtable Twitter and Facebook logo as a best of both worlds between the old and current. I love the current color palate (white, black, baby blue) and the ol’ Admiral logo is just too fun. So what could this new rebranding be? Is it even a rebranding or is it just a simplification to the current uniforms? We’ll likely have to wait until the evening of July 15th to find out. I’ll be there. And I’d love to have all you readers there as well.