uw ultimate 2017
the challenge
Design a logo and uniform for the University of Washington Ultimate Frisbee second team. It needed to be finished in 4 days.
The design needed to inspire a competitive spirit, which was broken down into two communication goals: Power and Potential.
POWER
This goal dictated the color scheme of the angles of the logo and jersey. Black symbolized dominance and strength, with white outlines to accentuate the black features. Angled lines sloping inwards illustrated aggression as well as power.
POtential
The secondary goal of the logo was the to illustrate the potential ability this team. This was achieved using outstretched wings on either side of the logo.
The Process
Logo evolution
The logo started by fusing together the front of a horse's face and the basic 3 segments of a keg. A challenge of combining the two elements was the difference in curvature. Utilizing negative space, the logo was able to illustrate the cheekbones and different segments of the keg. This progression can be see in the logo evolution below.
The wings of the logo are not shown during evolution.
uniform design
When designing the uniforms, aggression and power needed to be translated to the jersey and shorts. This was done by maintaining the angles of the logo throughout the uniform. The shorts and jersey were brought together subtle grey hash down each side that also sported a diagonal cut. The full progression of both pieces can be seen in the books below.
Poster Design
The uniform debut posters below were created using Adobe Lightroom and Photoshop. These posters were built from scratch, pulling only the skyline from other sources. One of the challenges of this project was that the original photo of the players was blurred due to long exposure. After touching up the photo, a skyline was added with a gradient opacity to fade into the smoke. Background text was added between the player and background layers. Two variations were created, one as a promotional poster, and one as a roster announcement.
