Logo Research.

NHL Logos provided by http://www.clubhometheater.com/htmarket/hollandbarstools/nhlhlogo.jpg via Google.

These logos are all of the logos in the NHL. As you can see these logos are representations of specific traits of the city. Whether that be through an animal, element or heritage.
An example would be the Washington Capitals (2nd row 4th column). The reason why they chose this name is because Washington is the capital of the US. They have used a hockey stick at the descender and ascender of the letter 't'. I have found that this is important for the logo as someone can tell straight away that the team plays Ice Hockey even if they weren't a fan, it also stands out boldly with the red used for the puck, which is a stand alone colour. I think this catches the public's eye to make them realise the sport genre. In addition to this I think the reason why designers chose those particular colours is because of the US flag colour palette, it is fitting as Washington is the capitol. This gives the audience an idea that it is a US team and not Canadien. Another thing worth noting are the stars in the logo which represent the US flag.

I really love the illustration style of the Pheonix Coyotes (3rd row 1st column). It is a vector style created in Adobe Illustrator which would involve using the pen tool to create paths, which will give that  nice shaped and sharp appeal. I think the meaning behind this logo is of the coyote dog, which is a popular animal around Pheonix - Arizona. The colours represent the climate and colour of terrain around the area. As ou can see they used Sedona Red which reflects the red rocks and Desert Sand which reflects the majority of terrain there.
In a very similar fashion the Minnesota Wild (8th row 3rd column) have the same style of illustration and have the same meaning behind the logo. As you can see the design is revolved around the environment within the state which is reflected through wildlife, hence the name 'Wild' the cat shaped head and imagery within the logo which are trees and a sunset. Green is the stereotypical colour for nature and therefore is the main colour used in this logo with yellow and red for the sun and sky, in addition to this a star is noticeable acting as the cat's eye.
I can learn from this and use this technique in my designs, for example I could have a regal logo with colours usually associated with Tunbridge Wells (perhaps white/grey/black which reflect the Pantiles, some blue which would reflect the spring water). Other ideas could be a regal figure/crown with the town's most well known aspects (Pantiles, spring, theatre etc).

I have realised that most of the logos are quite fierce, I would think to reflect the nature of the game which is fast and intense. In addition to this some of the team names such as Tampa Bay Lightning (7th row down 4th column) are bold and have used italics to reflect the speed of the game. Another example would be Washington Capitals again and Dallas Stars (7th row 3rd column). This gives the imagery a lot of movement and appeals to the target audience which are mostly males and sports fans of all ages.
These logos have given me a head start into some ideas which I think would work well whilst keeping a deep meaning towards the town of Tunbridge Wells.

I realised some of the logos including the San Jose Sharks (7th row 2nd column) and the Pittsburgh Penguins (5th row 4th column) have a similar upside down triangle as its background. This is the sign of offense which is used in strategic plans when talking about formations. It's obvious that all these logos represent strength, passion and fierceness.

I've also had a look at a few other logos including the London Pride drink brand:

London Pride Logo provided by http://www.poringlandroyaloak.co.uk/sites/default/files/london%20pride%20.jpg via Google.

I felt the shield and royal look might be suitable for the Tunbridge Wells team as I know the town is famous for its royal visits over the centuries and therefore felt it would be suitable. I don't want it looking too posh though. The shield is a nice touch as that represents strength and durability. It's an idea which could be incorporated into a design.
What stands out in this design is the white, which is shown through the text 'London Pride' and 'Fuller's' which I think are the two most important aspects for a beer pump/label and all anyone wants to know when buying a drink is the name of the brand and the brewer, so this stands out well and will make people see it at first glance.