Principia College’s rugby club, the Thunder Chickens, has been around for years and has a long heritage. Their team logo has gone through several iterations and has been too detailed and complex to translate to team uniforms and other team paraphernalia. I was employed to refresh the logo so the team could could have more flexibility in utilizing the asset how the deemed fit.
Maintain the heritage of the club while modernizing the logo
Translate the logo into a single color variant that would work whether embroidered or screened on different paraphernalia including team uniforms, canvas bags, and umbrellas
Defined heritage elements with head coach
Determined where and how the logo would be used so I could plan for success from the beginning—the project scope
Produced initial logos with client collaboration
Adapted other variants for added project scope
Produced final asset
The result is a full color logo, a version for light fields in a single color, and a version for dark fields in a single color. So far, the logo has been embroidered on jerseys and hats; it has been screened onto jackets, umbrellas, and bags; and it has been further adapted and simplified for engraving into pocket knives.
embroidered on jerseys
Simplicity is important when thinking about a use like embroidering on a jersey.
Large locker room display
Designing in vector from the beginning allowed for a large reproduction without having to rework anything.
Screened on an Umbrella
A single color version that carries a lot of the original design forward while saving on production costs.