Brief
Take a pre-existing sports brand, update it with an angle on inclusivity and accessibility, and amplify it into a one-of-a-kind encounter. For this project I used the following process.
Research + Discovery
Researched the Wichita State Shockers looking through the history of the school and its athletics program, looking for issues, needs, and wants of the fanbase and the desires of the university. Then we broke into small groups to discuss our research and discover additional information from the wider net of information gathered. Following the group discussion I synthesized the information ultimately landing on a full rebrand of the school to the Fairmount College Brigands.
Why?
From the research Fairmount College was the original name of the school.
Brigands comes from the research of the city and its past, especially Pizza Hut's (founded in Wichita) mark of the red hat which makes me think of brigands and outlaws.
Mood Boards
Sketches
Vector work
MSCW
MUST HAVES new branding update with an eye on inclusivity, accessibility, and a one-of-a-kind encounter. This must include brand ethos with explanation, final logo (color + b/w), wordmark with logo, type mark alone, color palette, pattern (color + b/w), an environmental product placement of the logo, a gear product placement of the logo, an ancillary application of the product.
SHOULD HAVES a satisfied client
COULD HAVES Multiple options for color palettes based on events (pride months, black history month, etc.), even more visual options of the logo in environmental placement.
WON’T HAVES a brand that is non-inclusive, inaccessible, and a boring everyday brand.
MARV
MEMORABLE we will project a strong visual impression through line quality and color. The palette will sear into the subconscious.
APPROPRIATE The typography and logo mark will show both the Hero and outlaw archetype for the brand
RECOGNIZABLE The logo for this brand will stand out with its retro yet modernized feel. Harkening back to the advent of sports at the university yet calling out to its powerhouse in sports moving forward
VERSATILE we will ensure that this mark works on the smallest of scales to the largest Jumbotron.
Archetype
HERO / OUTLAW
When everything appears lost, the Hero rides over the hill and saves the day. The Hero wants to make the world a better place. They recommend cultivating mastery and competence as another means of communication. The message frequently concerns having the courage and expertise to make a significant difference in the world. Their tone of voice is always about proving yourself and making people feel like they’re in a race. As a result, they leave their customers feeling confident and strong. These brands aim to solve problems and inspire people to have big dreams and work harder. Images with warriors or inspirational messages are also commonly used.
The Outlaw is one of the main archetypes that has the enticement of forbidden fruit. They are romantic figures ready to shake up a society that has become tyrannical, repressed, conformist, or cynical. An Outlaw aspires to be a revolutionary and is unafraid to deviate from the norm and shake things up. They will tear down the current system to create a better one. Outlaws like to go against the flow to avoid the mainstream. They despise rules, regulations, and conformity that rob all freedom of choice. Even though they are motivated by anger, they are still kind-hearted. Outlaw brands are associated with confidence, boldness, adventure, and excitement. These brands might be associated with courage, bravery, passion, strength, and enthusiasm.
Brand Ethos
challenge conformity improve the world
Final Logo
Secondary Mark
Tertiary Mark
Color Palette
Pattern
Environmental
Commercial
ANCILLARY
