The goal was to create a cohesive brand identity for the DSM Legends team joining the Iowa Champions League, including logo, brandguide, and uniforms.
Social Media
Uniforms
Merchandise
Brand Identity
Apparel Design
Social Promotion
Mood Boarding
Initial Concepting
Design Critique & Refinement
Identity System
Identity Application
The Challenge
The identity needed to be clean and modern, while still conforming to the traditional badge most professional football teams sport. A muted, darker color palette was also requested.
Result
The final badge featured the mythical legend, a griffin — symbol of courage, strength, and leadership. The "G" within the LEGENDS typeface mirrors the swooping movement in the logomark, so it is recognizable even when used as a standalone wordmark.
Social Media
Merch Design
