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Here we go … youtu.be/ahtnDdEwyg0

I think we are recording something next week before I go to Vegas …

Logo evolutions - the backlash they faced: Nike Swoosh (1971) Carolyn Davidson designed this for $35. Nike co-founder Phil Knight’s first reaction was “I don’t love it, but it will grow on me.” The simplicity was radical for the time - a curved checkmark. Critics thought it was too abstract/meaningless. Now it’s the most recognizable logo globally, representing movement, speed, athletic excellence, without needing the Nike name at all. The genius was in its versatility and the meaning consumers projected onto it over time. Apple (1977-1998) Apple moved from a detailed Isaac Newton illustration, to a rainbow apple, then to a monochrome apple in 1998. When Steve Jobs simplified it to solid colours, design critics said it lost personality. The rainbow version had become iconic of the creative revolution. But Jobs understood a monochrome version would work better across products, in different materials (aluminum MacBooks, glass iPhones). It projected a more premium aesthetic. Today, the bitten apple is instant recognition worldwide. Starbucks (2011) When Starbucks removed the words “Starbucks Coffee” entirely and just kept the siren, customers were outraged. “How will people know what it is?” The company was confident in their global presence, and that the symbol alone would suffice. Removing text gave them flexibility to expand beyond coffee. It was a bold statement of brand confidence. Within a year, the controversy died. Instagram (2016) The shift from a retro Polaroid camera to a flat gradient icon sparked massive backlash. Users called it “generic,” “soulless”. They mourned the loss of the detailed camera. Instagram’s rationale was purely functional - the old logo was too detailed for small screens and app icons. The gradient allowed the icon to stand out on home screens while being simple enough to work at any size. Now nobody thinks twice about it. Mastercard (2016-2019) Gradually removed their name from the logo, leaving just the red and yellow overlapping circles. The criticism was that it looked incomplete, too simple. Their research showed the circles alone had 81% recognition globally without text. Like Starbucks, it was a statement of brand strength. It gave them flexibility across digital platforms, and various applications where text doesn’t work well. Pepsi (2008-2009) Spent $1 million on a redesign that tilted the circular wave. The backlash was brutal - people thought they’d wasted money on something barely different. But the subtle change modernized the look. More importantly, it allowed for dynamic variations across different Pepsi products while maintaining brand unity. The criticism soon faded as the applications showed their versatility. The Pattern: These changes share common elements: 1.Simplification for scalability - fewer details work better across sizes and platforms 2.Confidence in brand recognition - willingness to remove text shows they trust consumers know them 3.Future-proofing - designs that work in contexts not yet imagined (who knew we’d need app icons in 2007?) 4.Initial resistance, eventual acceptance - typically takes 18-24 months for criticism to fade. What this means for Bulldogs: The new logo follows this exact playbook. It’s bold enough to work on a hat or a stadium screen, simple enough to be instantly recognizable on a phone app, modern enough to appeal to young fans who are the future of a club’s support base. The circular element pays homage to history. The simplified Bulldog face has real personality/attitude. The fans criticizing it are doing exactly what Nike customers, Apple users, and Starbucks drinkers did - mourning the familiar. That’s expected. From a branding perspective, this positions Bulldogs well for next 20-30 years across all platforms/applications that matter in modern sport. The real test isn’t what people say today - it’s whether in 3 years time, you can spot a Bulldogs supporter across a crowded pub, just by seeing that logo on their shirt. 💙

Our @NRL_Bulldogs NSW Origin players were outstanding last night … Critta and Max both made great contributions to the victory … I can also report that our QLD Bulldog Kurt Mann was easily the best of the Maroons during the team warm up … They should’ve played him …