Description

The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to

The purpose of this project was to create a brand identity for an expansion Major League Soccer team in Arizona. We identified and analyzed the numerous components that combine to create a sports brand, as well as a brand's impact on a soccer club's location and community. We determined that visual identity is the dominant aspect of a sports brand that is designed, and we limited our work accordingly. We defined the visual brand identity as being made up of the color palette, team name, logo, typography, and uniforms of a prospective soccer club. In order to create a strong brand, we chose to develop four unique visual identities and gain feedback from an expert panel of trusted colleagues to select a preferred brand. Using panel responses allowed us to identify the brand that most excited and captivated existing Arizona sports fans, thus ensuring the selected brand would be successful when implemented. The creation of each brand identity was constrained by four assumptions. These limitations were inspired by research of the current Arizona sports landscape and Major League Soccer branding, and ensured that our four proposed visual identities successfully assimilated into Arizona and MLS. After presenting our brand proposals to our expert panel, we learned that the AZFC brand proposal had the most popular assets, yet the Arizona SC brand proposal was the most popular overall. From this we discovered that providing a connection between brand and location is critical in order to capture attention. We also learned that this connection must be applied across a unified brand identity, rather than being expressed through individual assets.

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