Design Objective
Develop a professional sports team in a city that has yet to have a professional team in the sports industry of either the MLB, NBA, NFL, NHL, or MLS. Create and design the team’s brand identity which includes the team’s name, the logo, logomark, logotype, and their color palette. In addition to the creation of the sport team’s brand identity, research signage and expand the brand by designing wayfinding and environmental graphics.
Design Brief
The Florence Kelpies’ design comes from Florence, Alabama which resides near the coast and has a horse sanctuary. The kelpie, a mythical creature, perfectly represents both the sanctuary and Alabama’s coast. The logo’s design, both primary and secondary, implies movement. The kelpie’s positioning and the unfinished circles in both logos take on the gestalt theory of closure and represents a hockey puck. The typeface that is used is relatively simple, but still matches well with the design of the logo. For the color palette, an earthy tone consisting of greens and blues was used along with the complimentary colors of white and black for contrast. To expand the brand of the team, wayfinding signs and an environmental graphic was designed to create brand recognition, familiarity, and connection with the fan base of the team.
