Okay, I may be overreacting, but because the NFL season is about to begin, I can’t seem to escape interviews with the league’s poster child (Tom Brady) on television and his shockingly bad, new personal logo, which he wears proudly anytime he’s on camera.
I think it’s awful for two reasons:
1. I can appreciate that Tom Brady’s initials are “TB”. But when I was growing up, the acronym “TB” conjured up something quite different than football. Anyone under 25 ever heard of Tuberculosis? What’s worse is that the addition of a “12” to it makes me think that the disease has mutated into some new kind of super strain.
2. Because frankly, it’s just not creative. It seems to rip off the previous efforts of other sports logos, like Lebron James’ “LB23” logo or Tiger Woods’ “TW” logo (which are pretty lame, too).
Don’t these players, who are seemingly at the peak of their respective professions, have signature moments that define them? Can designers not figure out how to turn those moments into iconography that, when recalled, sends chills up our spines?
I hate to be a homer here, but here’s one more reason why Michael Jordan is the greatest athlete of all time – his marketing was superior. I don’t know anyone who sees the Jumpman logo and doesn’t recall one of the most awe inspiring moments in NBA history. And yet, Jordan wasn’t all about the dunk, especially later in his career. But that icon lives on today because, for me, it epitomized him and his career – how he always found a way to rise above everyone else.
So if you ask me, Tom Brady and his cohorts need to fire their sports marketing agencies and get some sound advice about their brands, otherwise they and their legacies risk getting lost in the numbers.