Why do hockey teams insist on corrupting their brand? In what always seems to be bad marketing decisions to sell jerseys or something it's rare they ever improve on their look or identity. Two cases for this year the Ducks and the Sabres.

The Mighty Ducks go from being named after a mighty lame Emilio Estevez movie series and cartoon to just being the Ducks. Why not take the opportunity to rename yourselves completely from a non-threatening water fowl to something a little more aggressive. If you're going to rename a team make it meaningful - not parallel in halfassedness. Do it right or don't do it at all.

Then there's Buffalo who at one time had a classic hockey uniform. Instead of tweaking it for the better they went to the generic sports team look and now to a hood ornament look as Dave Hodge puts it.
While this still doesn't compare to the horrible Captain Highliner logo the Islanders tried out - it's still shitty. In all the NHL's efforts to market the league, they should put some quality control into the process to put a stop to this kind of douchbaggery.