Fighter of the Nightman
- Chicago, IL
I would say it's a failure as an isolated venture, but it might be good that we didn't cling to it out of a "Sunk Cost Fallacy" way of thinking. As you said, the cleaned up Block I was WAYYYYY better than what we had before ... the Block I with ILLINOIS across it looked so cheap, unimaginative and honestly kind of insecure, lol (we need to tell them it's us compared to Idaho and not even in a cool font??). However, the new font was so generic yet not classic, unimaginative yet not understated in any way. It didn't hate it at first, but when you look at the two basketball throwback fonts, they just seem so much more "alive" and creative ... it gave us an identity.So this pains my #TeamShield heart, but the Nike rebrand can now officially be declared a failure in every way, right? I know we can zero in on some positive developments (cleaned-up Block I, the aforementioned Shield), but the goal was to stop each individual sport from doing its own separate thing, which in turn was separate from what the University as an institution was doing and now we're.....right back to doing that, in perhaps even more pronounced ways (basketball and football have maybe less in common than ever before when it comes to how they look).
I will give all of us armchair designers a bit of credit that we saw the fatal flaw - the font - from the outset, we just perhaps didn't see how quickly it would cause things to unravel. It can't be stressed enough that when we don't have much else in terms of a visual identity, the font HAS to be something that people want not just to use, but use in a lot of different ways.
Personally, I think that last option needs to be priority 1A when it comes to any rebrand - it needs to scream that it's the Fighting Illini. Nobody OBJECTIVELY thinks Indiana's logo or Michigan's logo or Kansas' literal Times New Roman font on their jerseys is inherently cool ... it's cool because they have stuck with these things, and we immediately associate them with their schools. At this point, I am all for the script being our new thing. It's kind of "hip" yet undeniably retro, it would make us stand out against EVERYONE in the Big Ten (especially with the already-unique orange) and it's so easy to work into different sports' uniforms.
Already getting chills thinking of an O-B-O football uniform with the new shade of Orange and a white/blue script Illini on the helmet!
P.S. Regardless of rebrand, never throw our two basketball throwbacks away ... they're literal perfection, and they point out just how awful or regular jerseys are in comparison.