It's kind of just an educated feeling. I do work in branding, so I have a little bit of familiarity with these types of projects. But it's also really hard to project what will stick.
People associate stylized script with vintage or retro. It works really effectively for some brands like Coke, for example, who has used the same mark for 150 years and basically sells nostalgia. But I dont think it has quite the same effect for our brand. I think some of what people are responding to with our script word mark is the vintage novelty of it.
There are actually quite a few schools who have script throwbacks right now because it's on trend. But my feeling is it will go back out of trend eventually like it's done before.
Basically, I think it's trendy not timeless.
Again, mostly just a feeling. Like I said, I love them but if I were advising the team on a look to commit to for the rest of basketball eternity, it probably wouldn't be the script.
The Fighting Illini jerseys on the other hand are more timeless, I think. And they're also more of a template that can be adapted over time. You can tweak the font if you want or change the stripes or whatever, but as long as you have Fighting on top and Illini on bottom it'll be an ownable and timeless look.
