SBD/June 5, 2013/Franchises

Stars Unveil New Logo, Color Scheme As Part Of Franchise's Complete "Rebranding"

Fan input helped lead to the retention of green as the Stars' primary color
The Stars yesterday unveiled their "first really new logo since moving to Dallas" in '93, and the new logo and uniform are "considered a complete 'rebranding' of the team," according to Mike Heika of the DALLAS MORNING NEWS. The new uniforms have a "vibrant green that the Stars have dubbed 'Victory Green,' and mix in white and black as accent colors." The new logo is "a giant D inside a star that now uses silver as an accent color." There is "no gold in the new look." The home uniforms are "green with white and black stripes at the bottom and on the sleeves." The road uniforms are "white with green shoulders." Stars Owner Tom Gaglardi said that he wanted it to "look like a uniform that had been worn for years, and said he feels they came up with the right mix." Gaglardi added that the Stars "looked at 236 variations of colors and uniforms." In the beginning, they were "open to any color combination, and there was talk of blue and silver to play off the Cowboys colors or red, white and blue to play off the Texas flag." But he said that in the end "keeping green as the primary color was a result of fan input" and of Stars Exec Advisor Mike Modano’s "strong voice on the subject." The green is "brighter than the old forest green, and yet also a different hue than the green used in the old Minnesota North Stars jerseys." The logo "might be the most controversial change." It still uses a "version of the leaning Star from the old logo, but it has a strong leaning D in the middle and does away with the 'Dallas' that was a part of the old logo." There is "significant use of silver in the logo for shading and edging" (DALLAS MORNING NEWS, 6/5).

GREEN WITH ENVY? YAHOO SPORTS' Harrison Mooney noted the Stars changing the shade of green was "for the better." Mooney: "If you think it's a bit too bright, keep in mind that this green will pop on high-definition TVs in a way the old green did not." One color that is "gone completely from the new look: gold." Gaglardi said that this "was due to two things." The first is that gold is "a difficult colour to work with." The second is that if "you look into the night sky, the stars aren't really gold anyway." Mooney wrote of the logo, "Maybe it will grow on me with time." But as for right now, it "takes up far too much of what's otherwise a nice sweater" (, 6/4). In Ft. Worth, Travis Brown in a special notes the Stars will be the "only team in the NHL to feature green as its predominant color in the 2013-2014 season." Meanwhile, the team yesterday also announced that it "will host its four-day training camp at the Fort Worth Convention Center September 11-14." The camp will feature "practices on Thursday and Friday and will end with a scrimmage on Saturday, Sept. 14." The events "will be open to the public" (FT. WORTH STAR-TELEGRAM, 6/5).
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