Speculating on Dallas' Future Rebrand

Assuming the NHL ever plays another game, the Dallas Stars will have a whole new look when they take the ice for the 2013-14 season. This much we know. What we don't know is what that will look like.

The Dallas Morning News has posted a few stories on the subject over the last couple of weeks. Thought it might be worth sharing them here so we all know what to expect.

Red, white & blue mockups from Stars' website

Rendering from Dallas Stars (official website) via Dallas Morning News

On Nov. 13, they posted these mockups credited to the Dallas Stars' official website. I haven't been able to find a link to where they were featured on the Stars' site, but it's my understanding that TV color analyst Daryl Reaugh — who writes a blog on the site — is behind the designs which may be about a year old.

I'll be straight with you. They're ugly. Really ugly.

I, for one, have no desire to see the Stars in anything but green and gold. But that's not up to me.

Stars owner answers questions about coming redesign

The day after those mockups were posted, beat writer Mike Heika talked to Stars owner Tom Gaglardi about what's coming. There's a lot of great information in his report. Here are some excerpts.

Gaglardi wants logo crest, not wordmark

"I’d like to wear our logo on our chest. That’s something that appeals to me. I think it’s the classic way to go, and I like classic things. We are one of the original 12 teams, and I do think that carries with it some history and weight, and that’s also something I believe we should consider when looking at a possible change.

"I just want a jersey that’s a classic hockey jersey. I want a jersey that looks like it could have been worn for 40 years. That’s kind of how I see things.

"I think the current jerseys are attractive. I really don’t have a problem with the style or the look. I don’t like just the wordmark "DALLAS" on there. I don’t think that’s really unique or clever, but the actually jersey to me is a good looking jersey."

I think Gaglardi just made up "Original 12," but at least it sounds like he looks at hockey uniforms the same way a lot of us do. That's a great thing to see in an NHL owner.

Stars considering a color scheme change

Gaglardi confirmed the team is looking at changing team colors, but didn’t want to go beyond that. He cautioned that the discussions change every day, and that there is a lot of positive on both sides (changing colors or remaining green, gold, black and white).

Process started in April; must be done by end of December

In talking to others in the organization, they confirm that a decision will need to be made by the end of December if the team wants to wear new colors for the 2013-14 season. They emphasized there is a little wiggle room with Reebok and the NHL, but that they have about six weeks to get this done.

You may recall that when the Lightning redesigned their uniforms (a process that would've been wrapped up by December 2010), they unveiled them right away (January 2011) to avoid any leaks. If the Stars follow this precedent, we might not have to wait too long to see what the final result is.

Throwbacks kept in mind even if colors change

On the good side, there appears to be some thought that if they do go in a new direction with color, they still can recall old throwbacks and wear them — and they seem to be comfortable with the possibility of having more than just two "kits," and could actually push the NHL to consider more specialty uniforms.

That's an interesting notion. Heika goes on to talk about the variety of alternate uniforms seen in the NCAA.

Stars not necessarily interested in fan input

On the bad side, there appears to be no appetite for fan input. They already have a lot of differing opinions, and the people making the decisions all are aware of what the fans think. They either interact with season ticket holders or they view fan blogs and websites.

As such, they will likely reveal these the same way they did the Mooterus and the current uniforms. You will be told when the decision is made, and that will be it. That’s not unusual in the world of pro sports.

I’m a fan of allowing possibly five different looks and letting fans vote down to two or three on the website. The buzz created would be fantastic, especially at a dead time like this. That would also allow the team to have the final say, but the fans to eliminate what they feel are the worst ideas.

That's a great idea, but as Heika points out, not all that realistic. But I have hope Gaglardi will find a way to hit the mark. He wants the same thing we all do. A sharp look for a team with a long history.