Terry Smith may not be a household name, but his impact on Bay Area sports is undeniably huge. The former Stanford basketball player is the creative mind behind the San Jose Sharks’ iconic logo, a design that has defined the franchise since its debut in the early 1990s.

The Birth of a Legend

Since the San Jose Sharks joined the NHL in 1991, the team has gone through multiple eras, from a playoff contender to a rebuilding franchise. However, the logo of a shark biting through a hockey stick has remained a constant, serving as the team’s enduring identity. This design, which has undergone a few iterations over the years, was originally conceived by Terry Smith, who was a student-athlete at Stanford from 1978 to 1982.

After his college days, Smith became an artist based in Northern California and founded his own creative arts company, Terry Smith Creations, in 1981. When the Sharks were founded in 1990, they needed a logo that would represent their new identity. Smith took the concept of a shark biting a hockey stick and elevated it, adding his own creative flair.

According to Smith, the idea was to take the tool of the trade, the hockey stick, and break it in half, symbolizing a new era for the team. The Sharks’ founders were open to his vision, allowing him to take creative control. ‘We were taking the tool of their trade, a la the stick, and we were breaking it in half,’ Smith told NHL.com in 2020. ‘Fortunately, the team allowed me to do something different and were willing to take a chance.’

A Controversial Start

When the Sharks debuted in the 1991-92 season, Smith’s logo was an instant sensation in the world of sports merchandising. However, it initially faced criticism from traditional hockey fans. The teal color scheme and the image of a shark biting through a stick were seen as unconventional and were described by Smith as ‘breaking a lot of rules.’

‘Traditional hockey people definitely didn’t like it at the beginning,’ Smith said. ‘The people outside of hockey liked it and, over time, the hockey folks got on board. But it wasn’t getting glowing reviews.’

Despite the initial skepticism, the Sharks’ players embraced the logo. Doug Wilson, the team’s first captain and now former general manager, praised the design, saying it captured the spirit of a new era in NHL hockey. ‘We thought it was extremely cool and creative,’ Wilson said. ‘It captured the spirit of something new and it seemed like everywhere you looked, there it was along with the color teal. That was a moment in time for our franchise and the sport of hockey.’

Legacy and Revival

Over the years, the Sharks’ logo has evolved, with the team updating its design in recent seasons. However, in the 2020-21 season, Smith’s original logo made a comeback on the Sharks’ Reverse Retro jersey, bringing back nostalgia for fans of the storied Bay Area franchise.

The success of the logo has made Smith a sought-after artist in the sports world. He has worked with the NBA, NFL, MLS, and other leagues, but it is his hockey design that has defined his career. Smith is now eager to be more involved in the hockey community, using his art to promote diversity and inclusion in the sport.

Smith’s journey from a Stanford basketball player to the designer of one of the most recognizable logos in NHL history is a testament to the power of creativity and vision. His work continues to influence the sports world, and his legacy with the Sharks is secure as the team moves forward into the future.