Nicknicknames
January 28,
2010 | Kevin
Zdancewicz
In
the last installment of JOTW
we discussed abbreviated city names which have been appearing with
increasing
regularity on sports uniforms. This topic made me think of an even more
prevalent style on jerseys throughout athletics: the use of a shortened
version
of team’s nickname – a “nicknickname” if you will. The Tampa Bay
Lightning’s
introduction last year of a blue third jersey with “Bolts” running
diagonally
down the chest (feature photo) really stuck out from the rest of the
league’s alternates. Well, all but the Ottawa Senators,
who
unveiled
their new thirds the day before Tampa Bay and featured a similar
nicknickname
style with "Sens" trending slightly upward across the
jersey. The use of nicknicknames on hockey uniforms is definitely
unique. At
least “Sens” is short for the team's official nickname. “Bolts” is more
of a
fan or media nickname that just doesn’t seem to make sense on one of
the team’s
actual jerseys.
Frankly, I don’t like them
but I
think it has less to do with the nicknicknames and more with the fact
that they
use wordmarks instead of team logos. Hockey is distinguished from other
sports
in that the front of the jersey has historically been reserved for a
logo.
There’s usually no city or nickname wordmarks, player numbers, or
sponsor
patches – just the team’s primary crest. So you can credit the two
teams for
doing something different, but that doesn’t necessarily mean that it’s
any kind
of improvement. For example, I’ve long disliked the look the Anaheim
Ducks came
up with a few years ago. Instead of the lame wordmark, why not slap the webbed-D logo on the front and call it a day? In
reality,
the Lightning and Senators’ alternates probably aren’t as bad as the Thrashers and Stars "basketball" look with name and number on
the front of jersey, but that doesn’t excuse them for missing the
opportunity
to feature a secondary logo on their new sweaters.
With all of that said, the New York Rangers' jerseys are classic despite
essentially
featuring a word mark down diagonally down the front of the sweater. I
like
this look and even the jerseys it has inspired in other teams. But notice how each of the words in
those
pictures were on the long side. Tampa Bay was surely trying to capture
the
Rangers’ style, but I think “Bolts” is just too short to do the
diagonal
treatment justice. Part of the reason that I think the Rangers’
wordmark look
is well-received and the Bolts and Sens jerseys might not be is that
the
Rangers have been wearing that sweater almost continually since the
1920s (when
it really was a sweater). Sports uniforms that have been around for a
long time
gain acceptance because of their longevity and familiarity with fans.
The use
of nicknicknames on MLB and NBA uniforms has been around for decades
and therefore
has made fans mostly unaware and/or unfazed by it.
On the court, the Portland
Trail
Blazers go with the shorter “Blazers”
on their jerseys and quite possibly have done that for the franchise’s
entire
existence (unfortunately, there is no comprehensive uniform history
site for
NBA teams). The Minnesota Timberwolves wore jerseys with “Wolves”
across the
chest from the team’s inception in 1989 until 1996 and then switched to
the
full nickname for more than a decade before going back to the
nicknickname with
their latest uniform set. In 2004, the Dallas
Mavericks
introduced
a green alternate jersey with “Mavs” on it that is
now blue but still features the nicknickname.
The
Cleveland
Cavaliers have worn a number of uniforms with a “Cavs”
wordmark (scroll to bottom), many of which are now worn seemingly
every
other game as throwbacks (probably to let LeBron mix it up with his headbands and footwear).
In baseball, the Oakland
Athletics
had worn various versions of a single “A” on their hats and jerseys
going back
to the franchise’s inception as the Philadelphia A’s in 1901. In 1970,
the team
(now in Oakland) switched to the nicknickname “A’s” on their jerseys and hats, which they still wear today. The nicknickname “Sox” for the
Chicago
White Sox first appeared on a jersey in 1911 and on a hat in 1917 – a
style
that carries on in the present. In 2001, Tampa Bay decided to go
with just "Rays" on their jerseys despite the fact that
the
full team name was still “Devil Rays” at that point (it would be
officially
shortened to “Rays” in 2008). The Toronto Blue Jays have tried very
hard to
distance themselves from blue in recent years – both in their color scheme and in their nickname, which has
been
shorted
to “Jays” on jerseys since a 2004 redesign. The
Orioles have
long been referred to as the O’s, officially adding the mark to their
uniforms
in 2005 with a hat (no doubt modeled after the A’s) that they
have worn
since then.
The one exception to the
nicknickname love in baseball might be the Arizona Diamondbacks, who in
2007
went with the shortened “D-backs” mark on their home jerseys and were almost
immediately ridiculed for it. I guess the built-up acceptance of
nicknicknames in the sport only goes so far.
Photo Courtesy of The Hockey News
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