Last week I spent 3 days visiting and walking around downtown Toronto for the first time. Here are a few snapshots of some interesting lettering I came across throughout my urban journey.

Ahh yes. The CN (Canadian National) logo is definitely one of my all time favorite logos. It’s smart, simple and time tested design makes it one of, if not “The” greatest Canadian brand ever created. This logo has always been a great source of inspiration of mine and would [...]]]>

Ahh yes. The CN (Canadian National) logo is definitely one of my all time favorite logos. It’s smart, simple and time tested design makes it one of, if not “The” greatest Canadian brand ever created. This logo has always been a great source of inspiration of mine and would like to thank Allan Fleming for his brilliance.

Visit this link to know more about the CN logo’s creation in 1960.

I’ve deconstructed the logo’s design below to illustrate the graphic structure frame. Notice how it’s genius is, I can’t stop saying it : Simple.

Now see how I’ve adapted [senz] to Fleming’s CN structure frame.

A small horizontal scale adjustment to the “N” for a better balance.

Kind of makes it look Russian… or wait… Houston?

I can’t say it was love at first sight for this one.

I must admit I’m still having a little bit of trouble understanding why it was so important that the new hockey team pay tribute to the Royal Canadian Air Force.

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I can’t say it was love at first sight for this one.

I must admit I’m still having a little bit of trouble understanding why it was so important that the new hockey team pay tribute to the Royal Canadian Air Force.

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“True North Sports & Entertainment felt it was important for the new Winnipeg Jets to develop a strong new identity,” said Mark Chipman, Chairman & Governor of True North Sports & Entertainment. “We felt it was important to authenticate the name Jets and we believe the new logo does that through its connection to (Canada’s) remarkable Air Force heritage, including the rich history and relationship that our city and province have enjoyed with the Canadian Forces.”

“We have always had a close relationship with 17 Wing throughout the years, dating back to our annual Manitoba Moose Military Night,” said Dorian Morphy, Senior Director, Marketing & Brand Management of True North Sports & Entertainment. “We are thrilled to be able to continue this relationship in a significant way. The design cues for the plane were inspired by the military jets flown by the Air Force over the years. So not only were we able to establish a new identity for our brand, but we were able to maintain a traditional, time honored look to the logo.”

“Unlike the Habs or the Red Wings or the Blackhawks, we didn’t have just one logo that may have been more logical to go back to,” Chipman told the Winnipeg Free Press on Friday night. “We thought we had the freedom to try something new, but also make it very meaningful to the community.”

— NHL.com

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I guess, like most rebrands, it’ll probably grow on us. I can’t say I hate it.

The actual graphic design itself is good. Strong complimentary colours and a minimalistic icon. However, there is a slight perception issue. Some have remarked the jet looks like it is in flames. What do you think?

The idea of having two alternative logos makes sens, especially if you look at most of today’s NHL hockey teams, it seems now a custom to have a multi-flavoured wardrobe handy : “Coach, I don’t know what to where for tonight… does this jersey make my ass look fat?”.

What bugs me, is the overall political reference. I know, I know… this is far from the first time politics and sports sleep in the same bed. But, take a look at this and tell me why they didn’t come up with a better idea :