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No 'wow' means Lightning 3rd jersey on hold


© St. Petersburg Times, published May 8, 2001

The Lightning decided its best fashion statement would be to say nothing at all.

One of a dozens of rejected logos for a third Lightning jersey.
Spokesman Bill Wickett said Monday the team has temporarily abandoned its search for a new color scheme and logo to be used with a third jersey.

The Lightning wanted the third jersey -- which was to include red highlights (red is considered a power color, you know) -- to help stimulate merchandise sales.

Wickett said the Lightning evaluated "dozens" of logo options provided by SME Power Branding of New York, but "nothing absolutely wowed us."

"It was something we wanted to happen," Wickett said. "But after expending considerable energy and effort with this logo design, and several others, we decided we did not want to go ahead with a new logo or third jersey for 2001-02."

He said the team "will probably continue exploring designs as we may add a (third) jersey sometime in the near future."

For now, Wickett said, SME Power Branding will focus on the advertising campaign for the Lightning's upcoming 10th anniversary season.

The Lightning's regular uniform will go through subtle changes. The color scheme and logo will remain the same, but the lettering and numbers will be changed to easy-to-read block type.

Of the third jersey logos, Wickett said: "None of them were incredible. We felt if you've got to think about it or explain it or it doesn't wow you, how can you expect people to walk into a store and buy it?"

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