On Thursday The Philadelphia Eagles debuted A new alternate logo.

Replacing the one we have come to love in its short use since 1996. The old alternate features the current midnight green eagle head with an aggressive slanted E.A.G.L.E.S adorned just above. This new rendition features what are becoming very common blocky sort of techy letters all in a level plain jane sort of line with a few odd slashes in the E’s.

I am not here to describe the logo to you however, instead I am here to tell you why you should hate it. This new logo not only smacks tradition in the face it also smacks creativity in the mouth and hits style right in the junk! This is an insult to anything unique and artistic and I plan to show you how.

Let's begin with tradition. Our beloved Eagles just so happened to win a superbowl championship while donning this wordmark in 2017 and also had their most successful decade of the jeffrey lurie era with this logo A.K.A 4 NFC championship appearances in a row. Beyond both of these two reasons above the previous wordmark logo was recognizable and made spotting a “friendly” from a mile away a breeze in opposing stadiums and cities because odds are you were both loud & proud Eagles fans wearing all the swag you could to let everyone know the team you love so much.

Creativity goes to the wayside when you decide to use such a plain generic image. This new design looks like something you would find on and storefront, billboard, fleet vehicle, or your local bank that is rebranding to “connect” with new younger clients. If your plan is to change a key identifier of your franchise the best paln of action just might be to be DIFFERENT than everyone else.

Lastly the kick to our friend unique. Very simple recognizable and different help you stand out from the crowd. You never see most other proud franchises with long histories change with the times and trends these teams choose instead to stand out and maintain their uniqueness and tradition. This is a small change but it is huge and im sure will prove to be profitable for the team when they begin using this on newer merchandise that us fans always have to have. At the end of the day your history and trademarks will define eras and i feel this new logo marks the beginning of a new one and I hope its a great one.

• Shawn Campbell - Sunday For The Birds Pod - Olde City Sports Network

Photo by the Eagles