New logo belongs in the penalty box

We knew it was coming. There had been mysterious social media messages, distorted graphics and videos, a website to nowhere and determined talk of a reboot. Monday, the reboot arrived. A new name. A new logo. If we may be permitted to quote the city’s late mayor, circus man and promoter of great hoaxes: “I don’t care what the newspapers say about me as long as they spell my name right.”

In tribute to P.T. Barnum, we’ll spell it right: Bridgeport Islanders. After 19 years, the Sound Tigers are no more.

“The noblest art is that of making others happy,” Barnum also said.

The new logo? Must be something less than the noblest art, because few seem to be happy with it. Oh, Chris Lamoriello, the Islanders assistant GM and Bridgeport GM, was happy. Brent Rossi, Bridgeport president, was

happy. They were thrilled.

By the end of their virtual press conference, they also had hammered home that the Islanders’ AHL affiliate intends to stay in Bridgeport and will not be moved into the downsized Nassau Coliseum after the NHL Islanders’ move to the new UBS Arena.

Whether fans on the Island or in Fairfield Country want to accept that, we quote Rossi: “We’re not going anywhere.”

Back to the logo. It sets off my vertigo. When I get a cold or my allergies act up, my left ear gets clogged and if I watch video that spins or stare at a swirly graphic, the room starts circling on me. Sure enough, I stared at the collision where the “B” is cut off by the stick and there’s that tilting tape that’s part of the lettering on the New York Islanders’ crest … and, whoa, whoa, vertigo.

Second, the rest of the logo is so drab it could be the cover on a 1950s sack of flour.

Third, I’m thinking some devious Rangers fan did this.

Fourth, it looks like The Mutant High Stick that attacked Binghamton.

“There’s a lot of things to like about the new logo,” Lamoriello said. “The name is the first thing you are drawn to. The second part is how symbolic the B is, a predominant part of the logo. I like everything about it. The way it flows and ties in a lot of the components you have in the NYI logo, not just with the name. There’s a lot to be excited about. It’s got a very crisp presentation. It’s got some very core value to it, that you see at the highest levels.

“There was a lot of time spent on it, developing the logo. Very proud of it with the group. When you see it in play, on players, on the ice, I think it’s something that will further create it’s presence.” Was I too harsh?

The vast majority of comments under the Islanders’ Twitter announcement make me sound like Mr. Softy.

“Looks like a Microsoft paint by a 9-year-old.”

“I would have preferred they just got rid of (coach) Brent Thompson and kept the logo.”

“Can you ask for your money back on this logo design?”

“Dumb.”

“The only thing worse than copy and pasting your identity on your minor league team is trashing a great independent identity in the process.”

“Ah, yes, the island of Bridgeport.” “Possibly worst logo ever.” “Works well should they become the Belmont Islanders.

“So this is what happens when you go on a bender and wake up three minutes before you need to announce the new logo?”

“Hope this is in preparation of moving to Nassau in a year or two, otherwise dumb pointless move.”

“Are Jared and Ivanka in the marketing department now?” “Literally (0) people asked for this.” “Went from one of the best logos to the absolute worst.”

“Cringe.”

“What middle schooler drew that in study hall?”

“Disgratzia.”

“Had a cool logo, great use of colors and changed to this barf fest?” “Thanks, I hate it.”

In December of 2012, Icethetics.com ranked the Sound Tigers logo as one of the top five in the AHL. “Lines perfect. Tiger is scary. Sharp design. Almost too good for the minors.”

I thought it was a cool, fierce logo. Yet as my bride of 33 years will tell you, I’m no slave to fashion. So I called on two Hearst Connecticut aficionados in our sports department.

“The NY tape on the stick is a tremendous touch, creative, a nod to the parent club and the type of unique detail included in many great logos,” Mike Anthony said.

One man’s Picasso is another man’s vertigo, but Mike sees the rest the same as me.

“Unfortunately, it’s the first thing I noticed and the last thing that struck me as interesting about the entire logo,” he said. “Maybe it will grow on me. I hated UConn’s redesign at first, too, and the new Husky grew on me. But after more than 15 years of imaging that was so unique to Bridgeport and enough of the link to the Islanders in the color partnership, this is pretty uninspiring.”

I’m a dedicated hockey jersey guy, but Mike’s obsessive. He’ll call you over to the computer screen, point to a jersey and go, “1986 Sabres? What’d you think?” When a college team comes out on the ice, he goes into a trance, immersed by color and scheme. I texted him the other night to turn on the TV to see the LA Kings in their throwback purple and gold. Dude, nearly died and went to uniform heaven.

We have a man who has been on the inside, too. Pete Paguaga grew up a huge Islanders fan. A number of years ago he filled in as the Islanders’ mascot Sparky. A few years later as the Sound Tigers’ mascot Storm.

“Got to shoot T-shirts out of the Tshirt canon,” he said.

Man, has a lot of ice cred. So what do you think, Pete?

“I think they’re just trying to change things it up,” he said. “I think it could be better. I don’t like the B. If you’re going have the Islanders name, why not make it look like the Islanders logo. I love that logo. One of the best in the NHL. I don’t know what they were going for.”

Lamoriello stressed the importance of linking lineage and symmetry. Colors, logo, the name, everything they do in New York, they try to repeat in Bridgeport for the players, coaches and staff. Rossi said the process, which reached the top of the organization, began about 11⁄2 years ago and called it one of the most fulfilling projects of his career.

“We’re not turning our back at all on the history of the club,” Rossi said. “For us it’s a way to strengthen the brand here in Connecticut.”

Use the Islanders’ new arena and the 20th anniversary of the AHL affiliate to grow the fanbase.

Rossi and Lamoriello said they were part of any discussions about moving the club to Nassau Coliseum, said it was never on their radar. They said talks for a new lease continue with the city are going in the right direction. Rossi said to expect positive announcements in the next few months.

So there you have it. The second-best case scenario is they stay in Bridgeport for 20 more years and the logo grows on us.

The best case scenario? They stay in Bridgeport forever and never, never, incorporate the B with the Gorton fisherman. Now, that would be “disgratzia.”