Posted May 03, 2013

San Diego State’s new logo remains admirably pointy

San Diego State Aztecs, Uniforms
(San Diego State University Athletics)

(San Diego State University Athletics)

By Holly Anderson

It is our untrained bloggy opinion that San Diego State has scored big with its brand refresh. We’re probably alone in missing the gold borders of the logo, and will never criticize the simplification of a color scheme. The advantage a team like SDSU has during this process — as opposed to, say, Georgia — is the built-in badassery of the spear as a symbol of the university. Where the Dawgs tried to update their logo and wound up with Kidz Bop Bulldog, a spear is going to be pointy and killy no matter how cartoonish the rendering. And instead of squinting at the pointy or curly bits of new logos trying to spot the symbolism a Nike rep insists is there, we get this refreshingly straightforward language:

Aztec spears were long, wooden, and tipped with stone, obsidian or copper points. Among the favorite weapons the Aztecs used were the double-edged obsidian spears. The spear symbolizes offensive strength and power.

Where San Diego State really nailed this new look, however, is in the custom font work:

Screen Shot 2013-05-03 at 9.54.06 AM

Look at that question mark. That is a question mark born to kill. A question mark unafraid to march into Columbus in Week 2 and put a scare into a sleepwalking Buckeyes squad. A question mark of Mountain West destiny. Mwestiny.

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