Back in December a Miami Dolphins logo concept leaked on the internet. The reaction from a large segment of the fanbase was negative. Many of the fans expressed distaste for the logo on the basis that it looked like a Seaworld logo, something that might show up at an aquarium. This was perhaps, for the most part, a knee-jerk reaction, an emotional response to the leaked logo that triggered in their minds an association with something other than a professional football. To them, the logo looked like it was meant to elicit positive feelings toward dolphins in and of themselves rather than engender excitement about a football team through the calculated articulation of "dolphin."
This assessment may not have been off the mark. In fact it may have been downright accurate. This article interestingly points to a business relationship that may have motivated and informed the final product we now know as the new Miami Dolphins logo.
Remember a few years back, when the NFL considered adding advertising to jerseys, helmets, and various other game-time apparel? The model was professional European Football (Soccer). Fast forward half a decade and it seems that those ideas never really materialized. We do not see the Ford Motors logo plastered on the Detroit Lions jersey in the way that Xbox is on the Seattle Sounders' kits. Well it seems that Mike Dee and Steven Ross may have devised a way to have a sponsor's logo on their team apparel while also avoiding the clutter of having both a team logo stitched along side sponsor's logos. Have they successfully hybridized the team logo and the sponsor's advertisement into a single image?
The decisive question is: Will we see the new Dolphins logo attached to an attraction at Seaworld? The Miami Dolphins Show at Seaworld?
So, all those fans whose reaction was akin to: "That logo looks like it belongs on a sea aquarium!" They may have been on to something after all.