It's not just that Provo has no maritime history (although that's part of it). And it's not just that it feels like a synthetic attempt at resurrecting a "tradition" (maybe I'm cynical, but it feels like a marketing ploy).

More than anything, though, the logo just looks generic. Seriously, back in the day, pretty much every school slapped a sailor hat on a cartoon representation of their mascot (and, just like at BYU, athletic apparel companies are trying to sell fans on these "retro" secondary logos).

Don't believe me? There are TONS of schools that have used (or do use) a similar logo:

Linfield College's (they use it as their primary logo): http://www.linfield.edu/sports/teampage.html?sport=fb
Missouri: http://tigerboard.com/uimages/user409_21.jpg
Auburn: http://www.warblogle.com/wp-content/uploads/2012/02/Auburn_Tiger_head_UA004.jpg
UCLA (still broken out for hats, alternates, etc.): http://thumbs2.ebaystatic.com/d/l225/m/mJwxmLFXoPBQp884G2p5rgg.jpg
Rice: http://www.susannataliefreeman.com/SWC/Logos/Rice1980sRunningOwl.jpg
Oregon State: http://cdn1.sbnation.com/imported_assets/505831/oregon-state-old-lo_499267k.jpg
Oregon: http://farm1.static.flickr.com/151/329428052_d196e39a92.jpg?v=0
Washington (that's one sad Huskie): http://i.imgur.com/TSlINNC.jpg
Arizona: http://www.ahs1958.myevent.com/clients/a/a5/a5a148e53206fe7254872b31c72f9496/6254647_org.jpg
North Carolina (still used): http://farm1.static.flickr.com/150/329428090_fd823ea4ea_o.gif
Michigan: http://i.imgur.com/YG3d7MU.png
Baylor (recently used on a helmet, available on hats): http://1.bp.blogspot.com/-2bsjTC3Y1-Q/UEUtiTmUF2I/AAAAAAAAG_o/oV-_tPoys8o/s1600/SailorBear.jpg.w300h289.jpg
Texas: http://farm1.static.flickr.com/138/343414006_b69006bdda_o.gif
Cal (I think this bear looks "tolerant," don't you?): http://3.bp.blogspot.com/--JpYZbLrBIw/UWYABqkvJYI/AAAAAAAAC5c/emJzLSsBbe8/s1600/calfootballblog_logo.png