32 Bowls, 32 Logos - Part 2

This is the 2nd part of a 4-part series where we evaluate the bowls based on their logos. "We" is myself, an 11-year veteran of the advertising business and Alex (the expert), a professional colleague who is a creative director that came out of the graphic design and art direction end of the ad business. Alex is a contributor at the popular South Florida blog called Stuck on the Palmetto.

Part one is here

9. The Emerald Bowl

Big props to Emerald Nuts, who resisted the urge to name this game the Emerald Nuts Bowl. This clean logo is anchored by an equally clean Emerald logo. The game is in San Francisco, a detail that I don't think the Expert knew when he wrote his review. I think it's an interesting use of Frisco's most visible landmark.

The Expert says: At least it’s nicely drawn and has some evocative Americana shape to the shield and the font. But the ball taking a nap in the bridge/hammock is weird.

Overall Grade: A

10. The PetroSun Independence Bowl

I thought this logo was weak when I saw it, but the Expert rips it to shreds. I'll let his word carry the day.

The Expert says: There used to be a program, some 15 years ago, called “BannerGenerator". You typed in some text, chose a font, then applied outlines, perspective, bezels, text in an arc, effects to it, etc. This logo was created using that program on a PC with an an Intel 286 processor.

Overall Grade: D-

11. The Pacific Life Holiday Bowl

I don't mind this one too much. Around since 1978, the Holiday Bowl is one of the venerable old bowls among the lesser bowls and the logo has kind of an olden look too it. They incorporated the Pacific Life whale into the design, leaping out of an odd football shaped ocean.

The Expert says: Blah. At least it’s legible.

Overall Grade: C+

12. The Texas Bowl

I have to say I really like this one. It certainly screams Texas, where they like everything big. And what could be more Texan than a big belt buckle? The buckle is in the shape of a football and contains an outline map of the Lone Star State (there's 2 stars on the belt buckle but we'll let that faux pas slide). The best of the bunch in my opinion.

The Expert says: Nice. Plus points for using an iconic reference (the belt buckle) that wasn’t the first that came to mind.

Overall Grade: A+

13. The Gaylord Hotels Music City Bowl (presented by Bridgestone)

I like this one despite the Expert's opinion and despite the fact that the designer had to deal with TWO sponsors. Hey Bridgestone, the New Mexico Bowl is looking for a sponsor, stop playing second fiddle to a Gaylord (country music pun intended).

The Expert says: Brown, it's bad in clothes, and it's bad in logos. The musical note is badly integrated inside the ball.

Overall Grade: B-

14. The Brut Sun Bowl

This logo smells like former pitchman, Joe Namath. Memo to Sun Bowl executives: Sun Chips might make for a more synergistic sponsor than a cologne nobody over the age of 12 has worn in 30 years. The Brut logo was slapped on here without any regard to proportion. "Make our logo bigger," I can hear Namath telling the designer.

The Expert says: Not bad, although the sponsor’s logo seems like an afterthought.

Overall Grade: B

15. Autozone Liberty Bowl

This logo looks like it's ready to incorporate a brand new sponsor should the need arise in a hurry. Simply take the thin outline and the top of the shield and change it to the color of the new sponsor, whose logo will go at the top. It is clean and legible except for the tiny "St. Jude" on the Liberty Bell. I like it a little better than the Expert, but I might be prejudiced considering that fact that I was born in Philadelphia, the home of the Liberty Bell. The bowl is played in Memphis for some reason.

The Expert says: No correlation whatsoever between the sponsor’s logo and the bowl logo.

Overall Grade: C+

16. The Insight Bowl


Oh the humanity! The Hindenberg has gone up in flames! Insight is apparently a computer company, who knew? This is supposed to be their version of football for the digital age, but honestly, I'm reminded more of a Zeppelin than a football.

The Expert says: A nice symbol that does not integrate at all with the humongous text. There’s a basic design principle called "hierarchy of elements," which basically means there should be one predominant element and the rest should be complementary. This logo is the opposite.

Overall Grade: C