BTLNHL #27: Dallas Stars

Coming in at #27 is the Dallas Stars, representing another exercise in generally lazy design. So, let’s pick this one apart, shall we?

There’s no denying that they, like the LA Kings, tried to walk the fine line between an homage to the historical and a forging of a new identity. The logo was originally conceived when the team still had two years left as the Minnesota North Stars, before moving to Dallas back in 1993. They at least did the opposite of the LA Kings though, zooming in on a specific element, rather than zooming out. That essentially assures them of a higher placing than the Kings. But 27th place isn’t anything to write home about. Isn’t that right Islanders?

The things the logo has going for it: It’s simplistic and the angle of the star gives it a bit more dynamism than a single upright star would. The problem with that it’s poorly constructed, creating strange, off-kilter and asymmetric, especially when used in conjunction with an overly thick gold outline that is of equal weight around the logo (the red lines are all the same length).

And that’s the main problem with this logo: it’s biggest strength is also it’s biggest weakness. The attempt at dynamism with angled stars and text (which can be great when executed well) is poorly constructed, making it look more amateurish. An angle wouldn’t look this bad again until just last September.

And the font is not a traditionally italicized Helvetica (even though it’s trying very hard to appear that way). Or at least it appears to be very close to Helvetica (an internationally-renowned font that they make movies about), but instead seems to be a poorly-executed stylized version of Helvetica. As a student of typography, I can assure that these letters (especially the “S”s, which are extremely difficult to construct in general) are not great at all.

Another quick point: Do you really need the break in the gold outline of the star to make sure people know it’s an “A”? Were they worried people might wonder what the hell a Str is? Or maybe they’ll think it’s an “I”, so the Dallas Stirs? As in the straw that stirs that drink in the NHL? Hmmm…not so much.

Oh, and the black outline around the star? Not really necessary. As you’re probably finding out, I’m not generally a fan of useless added noise, and this is a good example.

Dallas, if you hire a type designer to fix up those letters and stop being lazy about your logo elements in general, you might have placed higher up on this scale. Until then, enjoy 27th place!

The BTLNTL Countdown Posts

BTLNHL Finals: Boston Bruins v Detroit Red Wings
BTLNHL #3: Philadelphia Flyers
BTLNHL #4: St. Louis Blues
BTLNHL #5: Montreal Canadiens
BTLNHL #6: Pittsburgh Penguins
BTLNHL #7: Chicago Blackhawks
BTLNHL #8: Toronto Maple Leafs
BTLNHL #9: Phoenix Coyotes
BTLNHL #10: Vancouver Canucks
BTLNHL #11: Edmonton Oilers
BTLNHL #12: New York Rangers
BTLNHL #13: Calgary Flames
BTLNHL #14: Buffalo Sabres
BTLNHL #15: Winnipeg Jets
BTLNHL #16: Minnesota Wild
BTLNHL #17: New Jersey Devils
BTLNHL #18: Nashville Predators
BTLNHL #19: Carolina Hurricanes
BTLNHL #20: New York Islanders
BTLNHL #21: Ottawa Senators
BTLNHL #22: Tampa Bay Lightning
BTLNHL #23: Columbus Blue Jackets
BTLNHL #24: Washington Capitals
BTLNHL #25: San Jose Sharks
BTLNHL #26: Florida Panthers
BTLNHL #27: Dallas Stars
BTLNHL #28: Los Angeles Kings
BTLNHL #29: Colorado Avalanche
BTLNHL #30: Anaheim Ducks