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Found 7 results

  1. This is a topic I've been wanting to dive deeper into for a while now, and after coming across an excellent thread topic (actually two) by @QCS, and one statement in particular, I've decided to do just that. Before I continue, I wanna say this: I see a lot of "best of" (or "worst of") topics of discussion both in the Creamery and elsewhere. That word "best" is incredibly subjective, and without some concrete substantiating criteria by which to measure it, it can pretty well leave the interpretation up for grabs. When I see it, my first inclination is to ask the question, "By what metric are we measuring "best"?" (Thankfully, @QCS actually answered that in his thread, so props for that.) And--not directed to anyone in particular, just making a point--"favorite" is not equivalent to "best", but I've seen it happen all too often around these parts. So I just want to establish that point real quick. Now, back to the brand identity thing, the purpose of this thread. We've had this discussion around these parts before in years past, but now that I'm further along in my career and life experience, I'm going to lay out the way in which I break this down now, that it might clarify some things for anyone for whom this may not be too clear. (And bear in mind that my explanation is just one explanation--but it is not THE explanation, so feel free to contribute your own input on this. it's a discussion thread, not a domineering thread.) First of all, the subject of brand identity is a little more complex than some realize, and although I personally can separate the two into something somewhat black and white, both brand and identity need each other to function, as they really do work in tandem. That said, here's how I break this down: visual identity and brand. Follow me on this. The visual identity, I say, is what you're looking at. Since we're talking about sports, let's call that the sum total of logos, uniforms, team colors, fonts, etc, and how they're all used. All of that visual stimuli tells you who (or what) that team is. In that way, it's just like advertising. The core purpose of advertising is to make one aware that a product or a service exists. (In this case, we can swap out "product or service" for "sports team"). That's it...just simple awareness. The way in which that advertising is used is what gets one's brain to churning, and that leads into the second part: the brand. Some think that a logo, for all intents and purposes, is the team's (or company's) brand, and while that is not incorrect, I think that it may be incomplete. Let me give you what I mean. When we speak of a brand, that takes into account the sensory and emotional stimuli and feedback one experiences upon viewing. That engages the subconscious part of the brain (which, scientifically, is roughly 95% of the human brain). This is the reason why, when one looks at the current San Diego Padres, absent a present emotional connection to the team, one is likely to think firstly not of the Padres, but of UPS--because UPS's signature color is brown, and it's been buried so deep for so long into our subconsciousness that more often than not, if you see that color out in the wild, UPS is probably the first place your mind will go. (For those who remember that thread, a whole lot of that particular tangent of conversation happened in there, too.) UPS may have originally designated that color on purpose to distinguish themselves, but the point is: look at the effect it's had on our minds all these many years later. I'll use another example: pinstripes. Unless you're primarily wired in the business world, your mind may have gone to the realm of sports first when you saw that word, and if that was you, this next part is for you. Many teams in MLB use pinstripes for their uniforms--but unless you have a preexisting emotional connection to one of those teams, what team did you likely think of first when you saw "pinstripes"? I'm willing to bet dollars that it was the New York Yankees. Why? It's because they've a/ had them so long and b/ had so much success in them that their visibility is so buried into our subconsciousness that anytime we hear or see "pinstripes" that's likely the first place our minds will go. This speaks, in a way, to marketing. Whereas the core purpose of advertising, as I mentioned in the previous paragraph, is simply to make one aware that a product or a service exists, the core purpose of marketing is to persuade one to partake of said product or service, and it uses advertising to do that. I like to use that analogy to illustrate the difference between and at the same time the cohesion of visual identity and branding, which is how we get brand identity. Now, there's one more aspect I want to touch on here: what you look at and how you respond to it are steps that are carefully thought out in the strategy process of brand building (if one is smart, that is). Those of us who've been in this arena know all too well about this one--we call them "vision boards" or "mood boards". That's basically the storyboard, or storyboards, that are used to help us get from concept to completion. (This phase is where a good art director and project manager can make all the difference in the world.) Why do I draw this out? Because while the organization can have a goal of what they intend for their brand identity to represent from their side, the end-user or consumer (or sports fan, in this case) can interpret the finished product an entirely different way. The best results come when the end viewer's interpretation and emotional response matches or exceeds the vision and goal put forth by the organization. When that doesn't happen, or when there isn't a clear focus in that strategy and planning process on the back end, that's when you end up with stuff like the LA Rams--interpretations can be all over the place. I guess to sum all that up...when looking at brand identity, it's two sides to the same book: the inside content, and the outside cover. (Side note to aspiring authors: bear this in mind when looking to publish...just as important if not more so as the content of the book is the cover of the book, since that's what eyes will see on the shelf first, and while the long-held adage "you can't judge a book by its cover" may hold some merit, business wisdom merits that you defintely had better have an attractive cover--and a catchy title--to persuade someone to pick that book up in the first place.) When the emotional interpretation and response to a brand identity matches up with the organization's vision and purpose for the same, that brand identity tends to be a success. Of course, there's no better marketing strategy than winning, either, which is how the brand identities of the Yankees, Packers, Cowboys, Steelers, Maple Leafs (for the most part), and Red Wings (to name a few), as well as Penn State, the Alabama Crimson Tide, (the) Ohio State Buckeyes, Michigan Wolverines and USC Trojans have remained so ubiquitous over time, despite several of them probably not being the most visually appealing on their own if one was to separate the prestige from the threads (especially Alabama and Penn State). Anyway, I just wanted to provide a little science behind how this concept works, and allow you to build out and draw your own conclusions from there. Test yourself out on different brands and identities out there and see how you interpret them, or write out a list of colors and see what your first association with those colors are, and see if it's either a well-known company or a particular sports team. Report your findings here.
  2. So apparently, right under our noses (I didn't even know until about three days ago), the public transit agency here known as Nashville MTA decided to completely reinvent itself (at least visually), eschewing the orange slice/pie slice/whatever kind of slice brand logo and simple branding that's apparently been around since the '70s for a completely-out-of-left-field brand identity refresh, now calling itself WeGo Public Transit. Among the more interesting points is the perplexing choice of purple as it's primary color. Secondly, its new logo, it seems, somewhat abstractly represents a bus-& if you squint really hard, you may recognize an implied "W" in the lockup. Not the most eye-catching transit logo, but certainly capable enough of building around. Apparently all this rebranding cost the agency under $100K, which from what I've seen is somewhat on the cheap side, so good on MTA--I mean WeGo in that regard. (For the moment we'll set aside the fact that another transit agency up in upstate New York already has this name.) Check out the changes below (old/new): Soon to be former livery: And the new: This was done by an in-town branding agency. My own personal opinion? It's functional; I suppose it does its job. I actually kinda like it, for what it is. Personally I was hoping for something with a bit more pizzazz (especially after seeing what Rock Region Metro over in Little Rock AR just rolled out not too long ago), but given time I think it'll grow on people. If nothing else, the sight of purple-painted buses rolling down the streets around here is sure to garner attention all on its own--which perhaps was the point in selecting a color so decidedly not Nashville in the first place. (It certainly caught mine--which is the whole reason I even know about this change). Brand New/Under Consideration has its say on the rebranding here.
  3. Recently, I participated in the Fuse Sessions Sport Branding Workshop with Joe Bosack. During the workshop Joe guided us through a quick history of sport branding, his professional experience and gave us some great information on how to concept and design sport identities. For the workshop, I chose to create a new an identity for a new MLS Expansion team in Nashville. The final mark was inspired by Nashville's music scene, printing/letterpress studios and the Gateway bridge. The color scheme was pulled from the neon signs that line Broadway.
  4. I want to first start out by saying that I will try to make this long story a short one, but if I am unsuccessful in that I do apologize ahead of time. With that being said, this design started with a request from a high school to help them create a new logo and brand. The school's nickname is Gators, so like most high schools with that name they used the different variations of Florida's walking gator and gator head logos, as well as the Georgia/Green Bay "G" for their own branding. My task was to create something unique to this school, but not lose that basic identity that had been established, and create a "gator G" described to me as a "G" logo that is a gator. So, my designs were by request heavily influenced by Florida's. After investing a lot of time and effort into this new "brand" for said school and submitting my work, a new logo was passed and approved without my prior knowledge that was in fact not what I had been working on for months. After that, this become sort of a personal design project that I would continue and try to perfect, so here I am seeking some constructive criticism or compliments on that work so far. C&C, please! I will start off with the colors. The school's primary colors are Navy and Gold, with White as a third. The color in the small circle is meant to be a varying shade of the primary in order to be used in ways that enhance the look, but do not dominate it. I added Green as a color simply because, in my mind, gators are green in logos. It’s meant to be used throughout this "brand" in the same capacity that Ole Miss uses Powder Blue. The Colors The Logos This first logo is supposed to serve as the primary logo across the board. Above you see it in and on various color combinations. Yes, this is visually similar to Florida's walking gator in the fact that they are both Gators in letter-sweaters standing upright, but I tried to make it look a little more, for lack of a better word, amateur because it's meant for a high school team. The other plus to this logo is the opportunity to use the secondary colors (like Volt, Yellow, and Natural) in ways that I think enhance the overall look of the logo. Personally, this guy turned out to be one of my favorites. This second logo is one of the hardest and most thought out I can say I have ever done. This is the one that came from the request to create a "G" that is a gator in one. Design is a constant and ongoing process, and it took me a long time to finally get to this guy. The next evolution of the logo came with the creation of the above “Walking Gator” logo. I decided that if I was going to try and create this “brand” for the Gators, then the actual gator used should be implied as the same gator throughout. So as you will see, the gator head and face are the same in every logo, giving it what I think is a true “brand” look. Another logo used extremely often by teams nicknamed Gators is the Florida Gators primary logo, and like I said, this school was no exception. So again, that was the inspiration behind this logo. As you can see, it’s pretty self-explanatory, and like I said, all gators used in this “brand” are to be implied as the same gator. The next logo is one that had to evolve as I went as well. I’m unsure as to what I want to call it even to this point or what capacity it could be used, so we can just go with the “Gator Script” logo. This is the first logo that includes the whole “GAUTIER” word mark within it, and it is simply meant to resemble a gator as it stalks and swims at the top of the water. Using the last logo as an introduction point, these are the word mark logos for the “brand” in each color combination. The inspiration for these logos came early on in my time at the school when I noticed that the basketball team used a variation of the “flying” Lakers script on their gear. I always knew it was the Lakers design, but in my mind there was something that just screamed Gautier to me about it (maybe because that’s what I grew up seeing them wear when we played them), so I ran with it. As you can see, the font style used above is the same font style found on the Walking Gator’s sweater, the “Gator Script” logo, and the font that will be used in every piece of the Gautier “brand” to come. This next logo is what I call the tagline. I say that because in my head this logo was meant to serve as the main academic logo within the brand. The same way universities use their seal in the top left corner of postage and official academic documents. This is also a logo that sort of developed out of the “Gator Script” logo. The only changes are the implied presence of water under the gator, the loss of the outline, and the addition of “HIGH SCHOOL” at the bottom of the logo. That pretty much does it for the primary logos that make up the brand, so up next are some of the different variations of the above logos, and if this is well received, possibly uniforms, etc. Thanks for the time and the read!
  5. Hey Please check out my latest Ben Simmons Identity concept and give any feedback necassary! https://www.behance.net/gallery/42758743/Ben-Simmons-Nike-Identity-Concept
  6. SuperLex Rebrand Hello everyone, Derrick here from dasedesigns.com I recently worked with a personal Motorsports brand to create and re-brand her logo design and identity. Alexis "SuperLex" Olivera is a young up and coming racer competing in the Mini GP Series. I worked with Alexis and her father to create and re-brand her new visual identity including multiple variations for Logo designs and Apparel. The main goals with this project were to ditch her previous cookie cutter logo upgrade her identity to something a bit more modern and bold. She competes in a heavily Male Dominated Sport so for starters we needed her identity to be Mean enough to stand its ground against any competition that came her way. Asides from the angry essence of the design it still has to have a slight feminine touch considering she's one of the only female racers! I present to you the new SuperLex Identity! More Info: Thanks for watching and more updates coming this year! -Special thanks to Kris Olivera for the Photography. -For those asking, the Apparel Mockup Templates are from YellowImages Social Media Twitter: DaseDesigns | SuperLex26 FaceBook: DaseDesigns | SuperLex26 Website: Dase's Sports Logos | SuperLex26
  7. Hey guys, I've always been interested in doing concepts for fictional sports leagues and I have noticed that there are definitely some cities for which assigning a name can be exceedingly difficult. Like I'm sure many of you do, I try to give my team names some sort of connection with the city (historical, economical, whatever) but for some cities I have major problems. So my question for discussion is, what cities give you the most trouble when doing a fictional league? I know for me my top three are usually LA, Charlotte, and Toronto. Would love to hear what everyone else thinks on the subject!
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