Look and Feel
Las Vegas Enforcers need a look and feel that not only reflects who they are as a team and the chosen theme but attracts their intended target audience as well. The choices made will elevate the brand and attract a loyal fan base within the community. The colors evoke energy, happiness, speed, and excitement. The fonts chosen are simple and balance the bold colors, textures, and patterns. The look and feel created represent the wholesomeness and inclusivity the brand wants to promote.
Vision Board
The theme for the brand is centered around the Enforcers being alternative fun. The look and feel of the brand have bold colors, organic patterns, clean typography, and different textures.
Logo Development
Logo Sketches
The logo represents the brand in the real world and as said before, when it comes to sports, all logos and just the branding, in general, resemble each other. The brand is bold, inviting, and inclusive, and the brand needs a logo that represents that. The process started with looking up inspiration and how the competitors designed their logos. It also included some type of mind mapping; although it wasn't in-depth, it helped develop different ideas. Logos don't have to be literal to what the brand does, and with the sketch process, there were a lot of variations of the brand's name and initial. Some sketches involved using elements of the sport along with a wordmark. There was also playing with the idea of turning the letter E into an icon with a hockey stick. Different types of inspirations have been utilized for the sketching process. Once the sketches were done, narrowing the sketches to the best concepts was the next step. Concepts 16,24,32,33,37, and 40 were chosen to move forward in the refinement process. These sketches were chosen because of how simple they were and depicted some of the brand's attributes. These concepts also went through refinements, and with each refinement, they evolved into a whole new concept. As the process continued, three out of the six new concepts needed to be chosen to be vectored. The three that were not chosen did not work for the brand.
Logo Refinement
The vectoring stage of the logo process didn't stop the initial concepts from evolving. Different variations of each concept pushed the process to create a logo that represents the brand's core values. Towards the end of the vectoring process, there were ten options to choose from that came from the three concepts. Concept 1 played with the elements of hockey, concept two used organic shapes and the letter E, and concept three played up typography and distorting the text. Each concept represented the brand, but some variations were a miss.
The next stage included narrowing down the logos to the best two options. The two options chosen were concepts two and three. The selected concepts were then finalized in black and white and moved to the full-color stage of the process. Concept two plays on the E being an icon and using waves behind it to create movement. Concept three uses bold typography that's being distorted. The target audience of millennials will resonate with concept three more due to it being typography. Concept two is unique in both black and white and color, but for the target audience, it will not work because it looks too feminine. The chosen logo for the brand was concept three. It's a bold, simple logo that has unique typography and works well for the brand and the target audience. Keeping the logo simple was important; an effective logo doesn't need a lot of elements. Less is more, and the goal is to have a memorable and timeless logo.
Final Logo
Logo Animation
The logo animation for the brand needed to be simple and embody the boldness and alternative attributes of the brand. The purpose of the bumper is to evoke nostalgia and something new. The logo bumper designed for the Enforcers has a more digital distortion feel to it. The first design consisted of playing with the words breaking up. At first, the design felt flat and like it was missing something. Layering different effects and sounds helped elevate the design and gave it the nostalgic alternative feeling that's authentic to the brand.
First Draft
Second Draft
Final Draft
Assets
Consistency is key to branding, and keeping cohesive across different mediums is also essential. The stationary design uses bold colors and patterns throughout, and the same goes for both the ticket design and team jersey—these elements went through a few stages of refinement. The stationary first played with the envelope being all black, but having it orange was more cost-efficient due to USPS regulations and would cause minor complications. The ticket also was very minimal but didn't match the rest of the brand. The second/final draft consisted of adding more of the brand elements. The ticket displays essential information about the game but keeps it minimal. The last element is the team jersey, designed with breaking tradition and boldness. The jersey uses the team's bold colors, and funky shapes the differentiate it from its opponents. The design adds to the energy and experience of the game.
Sketches
Stationary
Ticket
Jersey
Mobile Web
Desktop Website
Playbook
