Creating a Killer Logo

We’ve been Quicksilvers and Seagulls, Americans and Dustdevils. Yes, Las Vegas has had a few professional soccer teams—playing both outside and indoors—to claim as its own, although none for very long. But one thing the incoming Las Vegas Legends, an expansion team in the Professional Arena Soccer League (PASL), has that those teams lacked is a kick-ass logo.

The team initially was going to be called the Knights, taking the name of the PASL semipro team that has played in Summerlin since 2006. But after general manager and team president Meir Cohen came up with the Legends moniker, team officials were faced with the challenge of coming up with a suitable logo.

Kyle Zechel, the Legends’ assistant general manager, says they went through “about 17 versions” over four weeks before deciding on the final version: a triangular shield featuring a silhouetted, wiseguy-attired trio with the Strip looming in the background.

“You don’t know if they’re mobsters, or if they’re entertainers like Sinatra,” Zechel says, “or if it’s you and your buddies dressed up and living it up for the weekend.”

The Legends, who were introduced as a franchise on June 26, will play at the Orleans Arena, with the 16-game season kicking off Nov. 1. It’s going to take a lot more than a sharp logo for the team to attract enough attention to survive in the Valley, but it’s at least a nice introduction.

“We didn’t want the Strip or gambling to be the focal point,” Zechel says. “This is a team for the community, but we wanted it to be recognizable as Las Vegas because we are going to be a national brand. This is for the families, this is for the kids, this is for the sports enthusiasts and people who want to do something wholesome.”

Let that serve as a reminder for the Las Vegas Wranglers hockey team, which after nine seasons of successfully branding itself as family-oriented entertainment just unveiled a new logo of its own. Described by the Wranglers as a “hockey-masked cowboy,” it instead resembles a horror-movie mashup of Jason from Friday the 13th and Freddy Krueger.

Not exactly “family friendly,” but the real flaw is that no hockey goalie has worn that type of mask since the 1970s.

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