On the 25th Anniversary Logo...As I'm sure most of the readers of this site have already seen, the Senators have just released the team's 25th anniversary logo (above) leading up to the Ottawa 2017 events, and whatever "#SensVision25" is Mike Fisher Pillow Cover.The announcement came bundled with the team's $500,000 contribution towards Ottawa 2017 Michael Amadio Hoodie. It's great to see the team giving back to the city https://www.ottawafansstore.com/Chris_Tierney_Pillow_Cover-118, but it looks like the development team (or intern?) behind the new logo could have used a bit of that money themselves.As was quickly made evident by the comments on Facebook, Twitter, Reddit, and in the comment section on this site among others, the design of the logo is not up to fan expectations. It comes across as something either lazily put together by a disinterested designer, or created by someone with next to no design experience whatsoever.The logo features a faux chrome finish like the much-maligned 2015 all-star game jerseys, which is repeated over the Senators' current primary logo, as well as the roman numeral "XXV". The rest of the logo consists of a rather bland font strewn under the the numerals, as well as over top of the centurion, giving the appearance that he is resting his chin on the "S" (as pointed out by Twitter user @Redsputnik). What's more disturbing is that it appears that the roman numerals are not even centred to the rest of the logo (credit to @ryanclassic for noticing).The whole logo looks like a promotional word mark that might be used in the lead-up to the actual emblem release (or WWE event), rather than the final product itself.For a team with historically good anniversary logos (see the 10th anniversary logo), the Senators had the opportunity to further expand on the heritage branding, but instead stumbled in trying to modernize the current logo set.Many people will say, "relax, it's just a temporary patch. Nothing to get worked up over."The fact of the matter is that while this emblem likely will see very limited use, it's another misstep in a series of disappointingbranding choices made by the Senators. Which brings me to my next point. https://www.ottawafansstore.com/Parker_Kelly_Face_Mask-203..On the Centurion, and Uniforms...I'm not going to argue over whether or not it makes sense for a team named the Senators to use a roman centurion as its central logo.I will argue, however, that the way the team has handled its branding is far from ideal.If I were to ask, "Which team in the NHL has the best looking uniforms?" I'm sure most would reply with a variation of: Blackhawks, Canadiens (ugh), Red Wings, Rangers, Blues, or another team with a long-standing logo. All of these teams identified a specific look that worked for their team early on, and stuck with it, making only a few minor tweaks along the way to keep from seeming out-dated (and to encourage jersey sales). A few teams (I'm looking at you, Blues) tried making a dramatic change in their branding, only to be pushed back to their original looks.This is where the Senators are failing. For a team that has only been around for under 25 years, the Senators have changed their logos and jerseys in a major way at least three times. Making a change often made sense, as the fanbase was unhappy with the team's outdated look, or the team was suffering from low jersey sales. As a result of these changes, however, the team has suffered from a lack of visual identity Ottawa Senators Store. Other than keeping the uniform colours constant, little has lasted longer than a few years. The Senators are a young team, but the city of Ottawa has a long history in hockey, including a Stanley Cup-winning team in the NHL.The team is currently using the default RBK Edge jersey templates, which they share with the Pittsburgh Penguins. The decision to use the default template was a safe move, after making some bold jersey decisions in the past. The issue with safe moves, however, are that they result in a bland product being put on the ice.Not all decisions made by the team have been negative. The team listened to Sens fans only a few seasons ago and introduced the black heritage jersey, as designed by fan Jacob Barrette. The jersey has become an instant classic and a fan favourite Michael Amadio Face Mask. Following the black heritage, the team introduced the aged-white heritage jersey as a part of the 2014 heritage classic in Vancouver.The Senators currently have the opportunity to finally establish a visual look for the team, as once again fans are calling for a change in the uniforms. The best part about this is many fans (myself included) believe that the Senators already have all the pieces in place to create a unique look, while paying homage to the history of the team. Home: Black HeritageAway: White Heritage3rd: Original 2D logo jersey Done.Please, Senators marketing department, let's pull away from our current cookie-cutter uniforms and embrace the history of hockey in Ottawa.