What Clay Bennett has done for Oklahoma is very exciting. Realizing the potential of Oklahomans to support a major league team as evidenced by the enthusiastic support for the displaced New Orleans Hornets (now the Pelicans), he bought a team that he suspected would be fairly easy to move to Oklahoma. After some hassles with the city of Seattle, the NBA, and the former owners of the Sonics, the team was on its way southeast. The new name and branding identity for the Oklahoma City NBA team was introduced on September 3, 2008.
The new logo is a poor identity for the Oklahoma City Thunder OKC
• There is no distinct relation to Oklahoma - every NBA city has sunsets, suns, and basketballs.
• There is no relation to thunder - no dark cloud, no lightning, no rain, no thundering herd.
• The typography is poor - the typeface doesn’t relate to the image, the fonts do not respect each other, the skinny, weak, fragile, and unstable Thunder font does not convey power, motion, action, or energy. The letterspacing is inconsistent in Thunder.
• There is a poor integration of elements - the Thunder type doesn't relate well to the shield, the stripes don't relate to any other element.
• The colors are inappropriate - they are not powerful, bold, or competitive (baby blue, yellow) - light blue is from the state flag of Oklahoma, red-orange represents the sunset and the yellow, the sun (but its usually tough to see the sun or a sunset when there is a thunderstorm).
• It is neither unique nor distinctive - any team name can be paired with the logo and it will be just as effective.
• It doesn’t convey professionalism, aggressiveness, dynamic athletics.
• There is no intrigue or cleverness for the viewer to mentally grasp to aid memorability.
1. The way a city presents itself to the nation through design is a key part of being seen as a Major League City. Many in Oklahoma were excited that a major league team was coming to town. We could now show the world the great things going on in Oklahoma City. This would be our chance to raise the stature of Oklahoma to a world-class level. But then the logo was unveiled and we realized the opportunity to convey excellence was lost.
2. Unfortunately, the more bad design the public sees, the more numb the public gets to bad design. The average person doesn't understand nor discriminate enough without the guidance of corporations, cities, and the design community. If the corporate and design communities accept work such as the Thunder logo, then, heck, anyone can become a designer. One doesn't even need much training or a design sense. Due to repeated exposure, we have accepted the weak logo as the team's identity. It is no longer an issue of good or bad design. Accepting mediocrity (as we have done) weakens the impact that design should make and confirms that Oklahoma is not at the forefront of design. Example: some fans state that since the team does well and the souvenirs sell well, that the logo can't be bad. To use that same shallow nonsense reasoning, it seems clear that if the Thunder had a better logo, they would be national champs every year; and even more souvenirs would be sold.
3. More Oklahomans, designers and non-designers, need to be courageous enough to demand quality work - to be activists in order to prevent the continued erosion of quality design. When questioned, almost all Oklahoma designers agreed that its an awful logo but were unwilling to do anything about it. Mantras in Oklahoma include If it ain't broke, don't fix it, Let sleeping dogs lie, Don't rock the boat, Don't make waves, Its good enough. All of these attitudes result in low standards of design. Maybe we got exactly what we deserved.
Parties involved in the logo
A logo, good or bad, is often a result of collaboration among many people. The Thunder logo is not the fault of any single entity; each of these played a part:
• The frustrated designer for not being more assertive in presenting the original strong solution and persuasive rationale.
• The advertising agency for not aggressively supporting the designer and the original concept.
• The team owners for meddling with the designer and the agency.
• The NBA for not demanding higher standards of effective branding.
• The Oklahoma public for tolerating and embracing a low standard of design.
Reactions and responses to the new mark
If a design firm designed a logo that was the sorriest in the league (Maxim magazine), received a 19% approval rating (Yahoo Sports), and an 'F' from its own audience (OKC Channel 5); wouldn't it be likely to revise the mark? Wouldn't the client ask for a new solution?
Some of the many sites that have blog comments - hundreds of them from all over the country, almost all of them disparaging the Thunder logo.
Above: The brilliant assessment and notes came from someone in Denver. Below: At a sporting goods store across from the Barclay's Center in Brooklyn, the jerseys had team logos on them - except for the Thunder, no logo. It seems that some retail stores see the poor marketability of the Thunder logo.
It's not significant that somebody critiqued theThunder logo as the worst - that's pretty much common knowledge.
What is significant is that the Thunder's hometown newspaper, The Oklahoman, ran this story as one of the lead articles in the Sports section of the newspaper in 2015
Thunder logo ranked worst in NBA, from The Oklahoman, September 9, 2015, edited for length
Zach Lowe of Grantland.com ranked all 30 teams by their logos and the Thunder came in dead last (Chicago Bulls ranked no.1). “It might be the best D-League logo ever made,” said the NBA’s first creative director and a branding consultant.
Thunder higher-ups hoped fans would think of two (completely different) things when they heard the name - storms and rampaging bison - but they didn’t want to commit visually in either direction. A stormy logo might marginalize the bison, a key symbol for local Native Americans, and the staid Thunder thought it would be silly to have adults wear jerseys with animals on them. “We didn’t feel like having professional players represented by [an] animal,” said the team’s senior vice-president for sales and marketing. Besides, “the bull was already taken.” (a bull is not a bison)
Straddling the fence resulted in this vanilla mishmash. Team officials say the shield hints at a leader charging into battle, and that the upward rising 'bolts' (which don’t look like bolts at all) symbolize a young franchise growing up."
Like, what is this? No team has worse art, top to bottom, and Nike will push for an overhaul once it replaces Adidas as the league’s apparel partner in 2017. Nike and the Thunder are already talking, and the Thunder “haven’t ruled out” a more explicit weather-related secondary mark.
Bad news: Oklahoma City seems locked into the shield motif and likely won’t replace it with a bison - or anything else. “To some extent, we are committed to the idea we have. But we would not dismiss good feedback, particularly from Nike. We’re open to modernizing the logo, but we don’t have an appetite to overhaul it.”
The Oklahoma City Thunder logo has been a disaster since it was first unveiled in 2008. It says nothing about Oklahoma or Oklahoma City, reflects nothing about thunder or any meteorological event, nor the native bison the "thunder of the herd" is supposed to reflect. But while the shield-style logo is here to stay, Grantland reports that the team could be making a move for a new style in the near future. The idea of overhauling it is also more complicated than it sounds. The storm concept seems pretty simple. But bear in mind that the state of Oklahoma suffers from 55 tornadoes every year, including some of the deadliest in its history - 2013 they saw 82 rip through the countryside and Oklahoma City itself. To coastal fans, tornadoes are a novelty. For Midwesterners, they are nothing to mess around with, and certainly nothing to make caricature of in sports.
On facebook, several people posted the news articles about the Worst Logo and many others commented. Of course, there were those who didn't want change. But, the most passionate were those who supported a new branding for the team. there may be hope yet for OKC design.
Other Thunder marks
The Oklahoma City Blue, D-League franchise, relocated from Tulsa in 2014. It is a much better logo and shows the Thunder management is willing to make improvements. The other two marks show adaptations that give the mark some depth and movement with added dimensionality and gradation.
Far right: The NHU logo is used on teeshirts sold on a third-party website for the National Hispanic University in San Jose, California. It is clearly a blatant rip-off. Who would have thought that someone would deem the Thunder logo worthy of copying? (Or did the Thunder copy the University mark?) The NHU text, however, is set better than the OKC text. I saw the image in New York City on a teeshirt worn by someone who works with NHU and bought it in San Jose. I tracked it down to a MySpace page: Smashed Inc Clothing.
A few proposed alternatives
Dick Sakahara, a California designer who consulted with the Thunder during the team’s creation submitted plenty of nice bison illustrations. “I have a lot of bison that never got to be,” Sakahara says.
Years after the Thunder introduced their logo, designers are still commenting on it and proposing other solutions:
Above: Two proposals from a designer. Right: "The concept is simple, following the league-standard choice of including a basketball. Wrapping around the ball is lightning, most famous for its role as the atmospheric electrostatic discharge preceding thunder."
From Chicago, 2011: The Thunder's current logo means nothing, signifies nothing and doesn't come close to evoking Oklahoma or thunder. It is a complete and utter failure.
The current logo is a random basketball, a buttload of colors, two bizarre streaks and an 'OKC' that is so oddly placed it's a surprise it's actually a part of the logo. None of that works, none of that screams Oklahoma City and none of that epitomizes or even symbolizes thunder.
I thought about the thundering herds of bison that used to roam Oklahoma and the west. Herds so large, they would kick up clouds of dust. I kept the Thunder font and three out of the four colors they currently use (sorry yellow, there were just too many colors). The buffalo head incorporates the theme of lightening bolts and the eyes are the orange/red of the team colors.
Other marks incorporating a thundering bison.
Right: From South Texas, 2012 (4 years after the initial introduction): "It's an abstract concept - a native American theme, dreamcatcher/Oklahoma state flag, and the sun gives it a Midwestern feel." Online responses to this proposal:
• I thought a blank space was superior to what they currently have.
• Not exactly the greatest of concepts, but, it's STILL 1000 times better than the crap they have now.
• While it's tough to depict 'Thunder', this deviates so much that you lose the identity of the team (which is not saying much considering the current logo). At least with the current logo, it's abstract enough that it doesn't really mean anything, therefore it doesn't compete with the name. Kind of like having an orange as the logo for the Florida Gators.
Above left: Reworking of the fonts and lettering styles. Above right: Not all proposals are better.
Below: A proposal incorporating the lightning bolt in the typography.
From the designer: "Originally being from the great state of Oklahoma, I was greatly disappointed with the OKC branding (uninspired and generic). So I figured it was time to step up and rep OK properly."
• These are amazing. Vibrant, fresh and a major upgrade over what they're wearing now.
• It's infinitely better than the current.
• This should be their primary logo. Right now.
• That's looks amazing, better than their current logos.
Other teams named Thunder and their logos
Which one of the logos above better conveys a dynamic team and better meets the objectives of a strong sports identity?
Below: even this clip art style Thunder logo with Thor's hammer would be better.
The name of the team
Oklahoma had an opportunity to unify and raise the stature of the state by naming the team 'Oklahoma' rather than 'Oklahoma City'. Although the voters of Oklahoma City passed the temporary tax vote, season ticket holders and fans will be from Moore, Norman, Edmond, Yukon, even Tulsa (OKC will reap the benefits of the penny tax through the increased hotel, restaurant, and parking revenues). Including the Tulsa market would have raised the national ranking of the Oklahoma NBA television market. For broadcasters, fans, and logo graphics, 'Oklahoma Thunder' would have been easier to say and write than 'Oklahoma City Thunder'.
Pro sports teams named after their state or region
States with two major nearby cities, similar to Oklahoma (Oklahoma City and Tulsa), use their state or area name: Arizona (Phoenix and Tucson), Colorado (Denver and Colorado Springs), Minnesota (Minneapolis and St. Paul), and Tampa Bay (Tampa and St. Petersburg). A list of examples (excluding teams such as the Dallas Cowboys who haven't played, trained, nor officed in Dallas in several decades):
• Golden State Warriors
• Indiana Pacers
• Minnesota Timberwolves
• New Jersey (now Brooklyn) Nets
• New York Knicks
• Utah Jazz
• Arizona Cardinals
• Carolina Panthers
• Minnesota Vikings
• New England Patriots
• New York Giants
• New York Jets
• Tampa Bay Buccaneers
• Tennessee Titans
• Arizona Diamondbacks
• Colorado Rockies
• Florida Marlins
• Minnesota Twins
• New York Mets
• New York Yankees
• Tampa Bay Rays
• Texas Rangers
• Carolina Hurricanes
• Colorado Avalanche
• Florida Panthers
• Minnesota Wild
• New Jersey Devils
• New York Islanders
• New York Rangers
• Tampa Bay Lightning
• Colorado Rapids
• New England Revolution
• New York Red Bulls
The NBA logos
Many are poor identities, but that's no excuse for a new team to add one more bad one.
Sources of the Oklahoma City Thunder OKC logo elements
• Thunder typeface: Hornets, TrailBlazers, and Rockets
• Shield: Nets and Mavericks
• OKC type: Jazz and Warriors
• Angled swash strokes: Wizards
• Basketball: Pacers, Lakers, Heat, Nets, Knicks, Magic, 76ers, Suns, Cavaliers, Mavericks, Pistons, and Warriors.