02/ 05/ 2015

LOGO EVOLUTION

REVOLUTIONEVOLUTION.

We aren’ t re- invent ing the brand , we are evo lv ing i t .

GREAT WORK IS A PRODUCT OF BEING INSPIRED.

We took some t ime to inventory some insp i r ing examples of sports logos and found some reoccurr ing themes in successfu l brand logos .

THICK LINES,BRIGHT COLORS,& SHARP ANGLES.

As ide f rom aggravated an imals , there are a few th ings that we love about sports logos .

COLOR THAT PRINTS& LOOKS GREAT ON SCREEN.

87 percent of sports fans use the i r dev ice to check up on the i r favor i te teams.

–Motr ic i ty.com

2014 2015 PRINT

PANTONE 072 U

PANTONE 072 U

PANTONE 072 U

PANTONE 072 U

PROCESS WHITE

SCREEN

#3D44AB

#FF993D

#F05136

#DEE3E5

#FFFFFF

SO LEGIBLE, EVEN THE NOSE BLEED SECTION CAN READ IT.

When i t comes to type , l eg ib i l i ty i s k ing .

LONG CROSSBARS = POOR LEGIBILITY

SHORTENED CROSSBARS = BETTER LEGIBILITY

SMALL COUNTER = POOR LEGIBILITY

LARGER COUNTER = BETTER LEGIBILITY

There’s a few tr icks to ach iev ing opt imized spac ing for better l eg ib i l i ty. One method inc ludes b lurr ing your eyes to see even “co lor”, referr ing to harmony in spac ing of the letters .

POOR SPACING

BALANCED SPACING FOR FASTER READABILITY

2014

2015

GREAT TYPOGRAPHYIS ALL ABOUT THE DETAILS.

Smal l ref inementsgo a long way.

2014

2015

DETAIL COMPARISON

GOOD THINGS COME IN PAIRS.

We d idn’ t use fonts , but drew custom letter ing based on the Wi ldf i re logo letter ing to ensure a un ique and cohes ive brand image .

2014 2015

CUSTOM LETTERING

SPURRED SERIFS REMOVED

SHARED CONTRAST & STROKE WEIGHT

SHARED GEOMETRIC SHAPES

BALANCED OBLIQUES

14 º

2014

SMALL SMALL

POOR LEGIBILITY IMPROVED LEGIBILITY

2015

2014

COHESIVE LETTERING

2015

LIGHT COMES FROM ABOVE.

We updated the grad ient to look more modern and reduced the l ight ing source to come from one d i rect ion we are a l l fami l iar w ith : above .

•MULTIPLE L IGHT SOURCES

•GRADIENT COLORS

•SINGLE LIGHT SOURCE

•HALFTONE

SYMMETRY IS BEAUTIFUL.

There’s someth ing great about some of the examples of other sports logos that insp i red us : Good layout . Symetry. S impl ic i ty.

2014

EYE PATTERN

START

Co lors l ike red , orange , and ye l low attract the eye and can d ist ract f rom readabi l i ty i f the layout i s compl icated

EYE PATTERN

START

2015

With thoughtfu l l ayout , we can lead the eye through the des ign and improve readab i l i ty.

2014

DIRECTION OF MOTION

RIGHT-SIDE-UP.

The f i re i con looks more l ike f i re i f we f l ip i t around.

FIRE BURNS UP.

THE WORK.

Now that you ’ve had a chance to look at our process , l ets take a look at how we can evo lve the Wi ldf i re brand .

2013

2014

OPTION 1 - 4 COLOR

OPTION 1 - 3 COLOR

OPTION 1 - 2 COLOR

OPTION 2 - 4 COLOR

OPTION 2 - 3 COLOR

OPTION 3 - 4 COLOR

OPTION 3 - 3 COLOR

OPTION 4 - 4 COLOR

OPTION 4 - 3 COLOR

OPTION 5 - 4 COLOR

OPTION 5 - 3 COLOR

OPTION 6 - 4 COLOR

OPTION 6 - 3 COLOR

How do these new logos work in an eco-system. How can they expand to f i t any needs?

DESIGNING ANECOSYSTEM

How can we improve the work? What th ings wou ld you l ike to see?

EDITS

How do these new logos work in an eco-system. How can they expand to f i t any needs?

CUSTOM ICONS

How can the jersey numbers and jersey l etter ing be improved?

CUSTOM FONT

NEXT STEPS

Now that we’ve had some t ime to go over some opt ions , we’d love to hear your thoughts and prepare for the next steps .