Introduction
PROJECT
For this project, I was tasked with “Redesigning the NFL.” I was to choose a team to completely redesign the brand identity of, and then to apply this new identity to all of the major facets of an NFL team.
RESEARCH
This project started off with some broad research into the NFL as a whole, emphasizing its history, branding, technology, etc. All of this was meant to better understand the NFL to better design for it.
Developing Visual Language
BACKGROUUND
I originally chose the Baltimore Ravens because they were named after the most famous writer from Baltimore: Edgar Allan Poe. This immediately gave me inspiration to move in a very gothic, modern Victorian design style for my Ravens rebrand.
Moodboards
cunning
I started by compiling together gothic and Victorian type, design, and imagery alongside raven-related imagery, and an exploration of colors to try and set a broad art direction.
old-fashioned
Ravens ominous
Baltimore
Baltimore Ravens
Logo
Next I worked on creating the logo, trying to capture that Victorian/ gothic style with a more modern design sentiment. I started off with some very rough sketches on paper.
Digital Sketches
From there, I digitized the sketches, and made iterations upon iterations, trying to translate the busy concepts into something more graphic.
Finalized Logo
Eventually, I landed on something I felt was a satisfying solution between gothic, Victorian, and modern styles.
Identity
Posters
From there, it was time to work on solidifying the new visual identity I was creating by designing posters. Starting the process with rough sketches once again.
The Baltimore
fearsome RAVENS of Baltimore, Maryland
IDENTITY
From the posters, I’d created a visual identity built off of a modernized take on Victorian design, with a strong emphasis on ornate patterns, blocks of color, and typography. Next was to apply this to the helmets and uniforms.
Helmets
Uniforms
Design Applications
APPLICATIONS OF DESIGN
After establishing a visual identity of strong color, patterns, and typography, the next challenge was to find a way to apply this new visual language to a multitude of the major facets of an NFL team.
Tickets
Pulling inspiration from Victorian poster designs, I used the ornate patterns from my posters while heavily emphasizing text frames and color as a way of creating strong hierarchy.
PATRIOTS
MERCHANDISE
Being a very big part of the NFL brand, it ws important to design the merchandise in a way that felt consistent with the team’s visual identity, but stripped back enough so that it would work with the types of merchandise.
Hats
Jerseys
BROADCAST GRAPHICS
Broadcast graphics are an integral part of an NFL game, providing crucial information to viewers and an interesting challenge regarding my visual identity by needing to be clear and concise, not busy and ornate. And so I found a good middle-ground between the two sides for this specific design application.
STADIUM GRAPHICS
The final major aspect of NFL design, stadium graphics, help to not only promote the brand, but also to provide clear direction for attendees. I pulled inspiration from my tickets and broadcast graphics to help bridge the gap between clear and ornate once again.
