Over the weekend, the Dallas Stars released a behind the scenes look at what went into their rebranding and, among other things, what stands out is the team almost entirely abandoned the color green.
However, at the encouragement of the league and members of the committee that was put together to rebrand, the Stars created their own shade of green, called Victory Green, and have run with it since. What does become very apparent in the video, however, is the Stars were very close to moving away from green entirely, instead going with blue, gold, red, and white as parts of their scheme.
There’s a lot to digest in the video, and a lot of it is a very interesting look behind the scenes of what goes into a full rebrand of a professional sports team.
It’s interesting to consider what could have been for the Stars had they gone with the blue and gold color scheme that’s talked about at length, and it seems as though the team ever received mock-up jerseys from Reebok that were blue and gold.
There’s also the case of the logo. At the outset of the release of the logo and jersey, it seemed such a distant cry from what we had been used to as the Stars logo. But, especially in the shot of the full binder of logos, you can see just how much detail went into every single design the Stars considered.
The inclusion of the Texas state flag also seemed to be a point of contention for many of those involved, especially Stars commentator Daryl Reaugh. It’s obvious by what Reaugh says that he was interesting in taking the team’s scheme in a new direction before being outvoted on the idea. One of the more interesting concepts that included the Dallas’ home state’s colors is the one that had a small Texas flag within the center of the logo.
One thing is for certain, though: the Stars did well to spare themselves the disjointed Texas outline and floating D logo atop jerseys that are very similar to those worn by the Tampa Bay Lightning.