The challenge for this project was to develop an identity system for a fictitious company. In this case an NHL hockey team based in Seattle Washington. The major deliverable was a book, published through blurb, of brand guidelines and examples of touchpoints.

We started by with four randomly assigned concepts to seed our brainstorming. Mine were Rhinoceros, Emerald, 42 and AW.  

After an initial round of sketching and exploration, I developed a few logos along with color palettes and photo treatments. Although the logos weren't quite where I wanted them to be, I was able to see something in the above photo treatment that seemed to hit the right tone of aggression and rebellion, so I explored that idea further.

I put together some initial touchpoints to further test the new direction I was seeing. Something was starting to come together.

These are some excerpts from the final brand book for the Seattle Green Hockey Club. The full book lives at Blurb; here is a link to a full preview.

Once I really got inside the idea of rebellion, it was a lot of fun to look at every design stereotype of sports branding and figure out how to very intentionally break them while still making the brand work. From using only default typefaces like Helvetica and Courier New to making pink the main driving color of the brand, every choice I faced led to further design challenges.

Thank you professor Michael Kidwell.