Blog Entry

How Avs logo came to be and name Extreme avoided

Posted on: February 23, 2012 3:53 pm

By Brian Stubits

Colorado Avalanche fans, here's a reason to be happy even while your team is not currently in the playoff seedings. Your team name could be the Rocky Mountain Extreme.

A bit of old folk lore in Colorado, it turns out it's true. The team was set to become the Extreme (what's with the non-living, single-entity nicknames, Denver?) until the Denver Post got word and the fan reaction wasn't so favorable.

In an interview with longtime Avs writer Adrian Dater, Dan Price, the man who oversaw the creation of the team's logo, talked about the whole scenario. He explained that they were looking for a name that would draw in the Generation X-ers right when the X-Games were beginning to launch and a name that would match the intense nature of hockey.

Well after the unfavorable reaction, it was back to the drawing board -- the figurative one in this case -- and eventually the Avalanche won in a fan contest.

Dater had a lengthy conversation on his podcast with Price about the design process of the Avalanche logo with the time crunch. It's some pretty cool insight into how these things are done, such as how the Jets just did it themselves after the move from Atlanta to Winnipeg.

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Since: Feb 7, 2008
Posted on: February 23, 2012 6:45 pm

How Avs logo came to be and name Extreme avoided

On a scale of 1 to 10 - with 1 being not so extreme and 10 being extremely extreme - I give the decision to go with "Avalanche" a 9.5!

Check it out... Extreme Cheddar!!!

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