NHL Playoffs 2018 (Round 3) Countdown and Predictions

Uh, so another not-so-great round for superior branding these last couple weeks, going 2-for-4 (Knights). With Round 1’s 2-for-8 showing, that brings us to 4-for-12. And we’re running out of chances to make up the difference with only 3 match-ups left to go. Well, let’s see how we do in the countdown/predictions for the Conference Finals.

• More: NHL Playoffs 2018 (Round 1) Countdown and Predictions
• More: NHL Playoffs 2018 (Round 2) Countdown and Predictions

As a recap…how does it work? We’ll compare the overall branding of each series and see how they match-up. This includes the logos, alternate logos, jerseys, historical logos and jerseys, general legacy and everything else that builds a team’s brand. And it will be drawn from just the visual brand component (aka: categories 1 through 4) from our handy and comprehensive brand rankings that we did at the beginning of the season to help us out. Here’s the link for that if you’re interested:

• More: 2017 NHL Brand Power Rankings

But on top of that, the match-ups are going to be ranked according to which will be the best to watch from an aesthetic standpoint. Some jerseys work better together than others, and you’ll see why. After 6 post-seasons, we’re 49-for-90, or 54.4% (not counting the 2018 playoffs, which I’m afraid to include at this point). I think we can now definitely say that good branding and design will help you win in the playoffs, right? Right? Bueller?

Okay, like last time, let’s start with the worst jersey match-up in the second round…

If I had to choose between the Jets or the Preds to face the Golden Knights in the Western Conference Finals, Winnipeg is definitely preferable from an aesthetic standpoint. There’s little bits of red that visually connect both the jersey sets, and they both bring more contemporary approaches to jersey design to the table. And like the Preds-Jets matchup, the blue-and-gold combination looks pretty good. But sorry, those Vegas jerseys are just not that great. Have I mentioned the white gloves before too?

Winnipeg Jets Visual Brand Ranking: 18th. Another ranking being slightly propped up by nostalgia, the Jets’ most recent Heritage Jerseys move them up the rankings in terms of a visual brand. But their logo and current uniforms flounder in the bottom third of the jersey. Might that improve as the Jets find some success? Because success always makes a jersey look better.

• More: BTLNHL #15: Winnipeg Jets
• More: Worst to First Jerseys: Winnipeg Jets

Vegas Golden Knights Visual Brand Ranking: 26th. The visual brand component was the one area that we could rank the Golden Knights in our annual brand power rankings, and they didn’t do too well. To be fair, it’s hard to have a great visual brand legacy in your first season.

• More: HbD Breakdown: Vegas Golden Knights Jerseys
• More: HbD Breakdown: Vegas Golden Knights (Logo and Alternate Logo)

Prediction: Jets in 6

It’s a classic red-vs-blue matchup that takes top spot this round. Both teams bring a healthy amount of colour to their home jerseys. The Caps road whites are somewhat too minimalist, but it’s not enough to knock it off the top spot. The primary negative in this matchup is the contrasting styles in these jerseys. The Caps have a more contemporary approach (with outlined yokes, unique patches of colour, etc) while the Bolts have a much more minimalist classic approach. But again, it’s not enough to knock it off the top spot in this round.

Tampa Bay Lightning Visual Brand Ranking: 19th. Nice logo, pretty good uniforms, and a disastrous jersey legacy featuring some of the worst jerseys that ever graced the ice, not to mention some of the worst third jerseys we’ve seen in recent years. It all leads to a middle-of-the-road ranking.

• More: BTLNHL #22: Tampa Bay Lightning
• More: Worst to First Jerseys: Tampa Bay Lightning

Washington Capitals Visual Brand Ranking: 28th. Being burdened with the worst logo in the league isn’t going to help any brand, but lacklustre efforts with their jerseys and, let’s be honest, they haven’t worn a really great jersey ever, means that they’re not really improving through any other category either. As a certain DC resident might say…Sad.

• More: BTLNHL #24: Washington Capitals
• More: Worst to First Jerseys: Washington Capitals

Prediction: Lightning in 6

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