The Story Behind Tom Benson’s Iconic Umbrella Dance Logo

Tom Benson’s iconic umbrella dance logo has become a symbol of joy and celebration. But what is the story behind this famous logo? In this article, we’ll explore the history and meaning behind the umbrella dance logo.

The Beginning of the Umbrella Dance

The umbrella dance originated in New Orleans in the early 1900s. It was a popular dance style that involved twirling a colorful parasol or umbrella. The dance became a symbol of the city’s vibrant culture and was often performed during Mardi Gras and other festive events.

Tom Benson and the Saints

Tom Benson was a successful businessman who purchased the New Orleans Saints football team in 1985. Benson was determined to turn the struggling team into a winner and began investing heavily in the organization. He also wanted to create a strong brand identity for the team.

The Birth of the Umbrella Dance Logo

In the late 1980s, Benson enlisted the help of a local graphic designer, Rodney Smith, to create a new logo for the Saints. Smith was inspired by the city’s umbrella dance tradition and came up with the idea of incorporating an umbrella into the logo.

The logo features a black and gold fleur-de-lis, a symbol of New Orleans, with an umbrella twirling above it. The design was an instant hit and quickly became a beloved symbol of the team and the city.

The Meaning Behind the Logo

The umbrella dance logo represents the spirit of New Orleans and the joy of celebration. It embodies the city’s unique culture and the Saints’ commitment to excellence. The fleur-de-lis symbolizes the team’s connection to the community and its rich history.

Conclusion

Tom Benson’s iconic umbrella dance logo has become an enduring symbol of the New Orleans Saints and the city of New Orleans. It represents the joy and celebration that are at the heart of the city’s culture and the team’s commitment to excellence. The logo is a testament to the power of design and its ability to capture the essence of a place and a people.

Tom Benson was a prominent businessman and philanthropist who owned several sports teams, including the New Orleans Saints and the New Orleans Pelicans. But perhaps one of his most recognizable legacies is the iconic umbrella dance logo that has become synonymous with the Saints.

The story behind the logo dates back to the early 1960s, when Benson was still a relatively unknown businessman. He had recently purchased a local Chevrolet dealership in New Orleans and was looking for ways to promote his business. One day, he came across a group of street performers who were dancing with umbrellas. Benson was struck by the colorful and energetic performance and decided to incorporate the umbrella motif into his dealership’s advertising.

The idea was an instant hit, and the umbrella dance became a signature feature of Benson’s advertising campaigns. But it wasn’t until Benson purchased the New Orleans Saints in 1985 that the umbrella dance truly became iconic. Benson commissioned a graphic designer to create a logo for the team that incorporated the umbrella motif, and the result was the now-famous fleur-de-lis umbrella logo.

The logo quickly became a beloved symbol of the Saints, and fans could often be seen waving umbrellas in the stands during games. But the logo’s significance goes beyond just its aesthetic appeal. Benson saw the umbrella as a symbol of protection, both for his business and for the city of New Orleans. In the aftermath of Hurricane Katrina, Benson famously used the umbrella as a symbol of hope and resilience, promising to protect and support the city as it recovered from the devastating storm.

Today, the umbrella dance logo is a beloved symbol of the New Orleans Saints and a testament to Tom Benson’s vision and legacy. It remains one of the most recognizable logos in all of sports, and its enduring popularity is a testament to the power of a simple idea and a creative mind.