We get nervous when Nike gets involved with classic college football brands. We like Penn State's uniforms, Alabama's uniforms, simple two-color get-ups with clean lines. We're curmudgeonly like that. But there's not much we like better than diving into press releases Nike puts out after coming up with new fonts, so let's unpack Georgia's new look:
The letterforms are sturdy and powerful drawing inspiration from the bulldog’s anatomy as well as perhaps the most notable North Campus fixture -- The Arch. The famous cast-iron Arch, has become the symbol of the University of Georgia, and was installed in the 1850s, when the front of the campus was enclosed with an iron fence. The Arch was patterned after the arch on Georgia’s state seal.
Right, except you know what's sturdier and powerful-er? Block lettering. Why is Boise State the only team that looks good when it veers away from block numerals? Everybody else who tries it looks cartoonish, and this is no exception.
And here's where the trouble really starts:
Georgia already has a bulldog logo. You might have seen it. It is way more terrifying than any actual bulldog. It is an outstanding piece of work. This is a Kidz Bop bulldog. It's like they took all the spiky bits off the mascot and added it to the font.
In summation: Georgia is a tradition-drenched program that didn't need to alter a thing to remain a recognizable brand. Or, as Dawg Sports puts it, "Clearly now with a second logo and new font, fans will be much more excited about coming out to basketball games, and the baseball team will play better." Nike, get off our lawns.*Full disclosure: We live with a Georgia grad who was roundly horrified by this little experiment, so we freely admit to bias in favor of traditional outfitting. But honestly, there's telling a story with typography and then there's adding pointy bits to letters and calling it good.