I agree with this. I will also add that I think a fundamental flaw with the shield was that, while use of negative space can be a brilliant feature of logo design, the main #1 feature of the shield that is meant to identify it as representing Illinois was the negative space "I". What other primary logo has the main identifying feature as negative space? Negative space features are used as a compliment, because its is just a fact that your eyes are not immediately drawn to them. If you take away the negative space "I", there is absolutely nothing about it that would suggest it represents UIUC or the Fighting Illini. Now if you had an orange "I" on the shield, such that your eyes were drawn to it, you might have something there.It wasn’t executed as well as you’re insisting. The negative “I” itself, the central component to the shield, was wrong. Nike’s rebrand introduced a new block I with softer interior corners. That was a subtle, but major, part of the symbology rebrand. The shield Block I has hard corners. How is it possible for a professional design team to f#*% up something so central to the design? At least it’s the right vowel.
I’ve never developed the strong feelings about it that the “team shield” or the “team anti-shield” did. I feel ambivalent about it. There you go. A team symbol that generates ambivalence in the heart of its most ardent fans. Great work everyone.
Those of you who keep pushing this bland shield design are like the person who restates the punch line of a lame joke, waiting for laughter. We heard you the first time.
Bottom line, if you have to explain the hidden meaning behind your logo to outsiders who don't get it at first glance, then it just isn't an effective primary logo.