Friday, July 13, 2012

Logo tinkering another effort to change Fins' culture


The Dolphins have been working hard this offseason to change their image by hiring a new coaching staff, drafting a quarterback in the first round and using a friendlier public relations strategy.

Now it appears they are going to take it a step further and change their actual appearance.

According to Ben Volin of the Palm Beach Post, the team has already been in communication with the league about changing its logo for the 2013 season.

It would be the first update to the team's insignia since 1997, when the Dolphins simply modernized the original design that has been in place since the team's founding in 1966.

Dolphins CEO Mike Dee told Volin that the change likely wouldn't be a complete overhaul, but more like another re-imagination of the helmeted dolphin jumping in front of a sun.

“We’re not talking about changing colors or taking the sun off the helmet. It’s not going to be like when Tampa Bay changed from orange to pewter gray,” Dee said. “It’s definitely keeping one eye on what’s traditional in the logo intact, while keeping one eye on a 21st century version of that.”

Team owner Stephen Ross has expressed in the past that he would like to forge a new identity with the team while keeping true to the storied history of the franchise, and an update to the uniform and logo would be a part of that.

This would be a welcome change for some fans, many of whom have expressed distaste for the current design. In a poll by Jesse Agler of The Finsiders, 34 percent of fans wanted a new modern logo while 33 percent preferred a return to the old-school style. The remaining 33 percent favored keeping the current logo.

The team and league have bounced a couple potential versions of a new logo back and forth over the past several weeks, and Dee also told Volin that “it’s not 100 percent that we’re going to make a change.”

Follow Sean @seanldonovan
Follow AFC East Daily @AFCEastDaily