LAS VEGAS LIONS

BRAND IDENTITY

COLLEGE WORK // 2023

The objective of this assignment is to create a comprehensive branding package for a sports team, including a new logo, uniforms, and promotional materials. The student must determine the sport, league, location, mascot, and team name.

Las Vegas has every major league sports team, except NBA. The city also has a lot of potential in regards to imagery and symbolism that could be used in designs. Out of all of the major and minor league teams in LV, not one has an animal as their mascot. A lion is an aggressive yet well-liked animal that also correlates with the MGM Grand. Pulling from the building of the MGM Grand, a green and gold color palette would provide a visually interesting logo, while also using two of the least used colors in the NBA.

LOCATION / MASCOT / LOGO

“Our Game. Your Vegas.” provides reassurance to the Las Vegas community that this new team will not take anything away from the Vegas experience, but rather show that we are another avenue of entertainment for tourists. “Rising Stars of the Strip” was made to advertise our star player with an allusion to the Las Vegas Strip. In both layouts, the usage of the established color palette, Las Vegas skyline, NBA logos, and hashtags reinforced our branding.

BILLBOARDS

(Shown below) A 25-page booklet was created to set the expectations for the team of designers regarding branding. It consists of important items such as logo usage, patterns, typography, and mission statements. The branding book itself follows the team’s branding and provides the information clearly and concisely to limit confusion or questions.

BRANDING BOOK

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