In the competitive world of sports, the design of a team’s logo and branding goes beyond mere aesthetics — it embodies the team’s spirit while also reflecting a community’s identity and traditions.
On the latest episode of Bringing Home the W, Dr. D’Wayne Edwards — founder of Pensole Lewis College and former designer with over three decades of experience at brands such as L.A. Gear, Nike and Jordan — shared his insights into what makes sports branding truly stand out.
The timing of his appearance on the podcast couldn’t be more perfect as WNBA Toronto is currently in the thick of designing its logo and brand, and Dr. Edwards is a design mentor for the team’s brand development.
Here are four key takeaways from Dr. Edwards on the episode:
1. The philosophy of simple storytelling
- Simplicity as a Foundation: Dr. Edwards emphasizes the importance of simplicity in design, stating that the most effective logos are easily recognizable and memorable. He advocates for designs that can be sketched by a child, highlighting the universal appeal and instant recognizability that simplicity affords.
- Colour and Emotion: The strategic use of colour is critical in logo design. Dr. Edwards points out that colours are not just aesthetic choices — they communicate emotions and values. Effective branding uses colour to evoke specific feelings and associations. For example, the colour red can cause feelings of excitement and passion, blue can communicate reliability and trustworthiness, or purple can convey luxury and creativity.
2. Dive into technical excellence
- Understanding Placement and Scale: According to Dr. Edwards, it’s crucial to understand where a logo will be placed and how it scales. He discusses the challenges of designing for different sizes, particularly in footwear or headwear, where space is limited. The logo must be impactful up close and from a distance, a principle that applies broadly to sports apparel and merchandise.
- The Role of Fonts and Iconography: The choice of font and the development of unique iconography are pivotal in branding. Dr. Edwards talks about the need for fonts that are not only legible but also characteristic of the brand’s identity. Icons, too, must be distinctive yet simple enough to be iconic, further underlining these elements’ significance in creating a brand’s visual identity.
3. Engage with the community
- Consistency Across Platforms: Maintaining consistency in branding across all platforms ensures that the brand is instantly recognizable. This consistency helps build a strong, trustable brand presence that fans can identify with, whether in digital media, print, or physical merchandise.
- Fan-Centric Design: One of the critical strategies in sports branding is involving the community and fans in the design process. This engagement helps ensure the brand resonates with its intended audience and reflects their values and aspirations, fostering a sense of inclusivity and connection. (And if you’re reading this blog, then you should already know that WNBA Toronto has been working hard on this in particular!)
4. A design challenge is your greatest opportunity
- Navigating Product Applications: From enamel pins, snapback hats and authentic jerseys to in-game graphics, limited edition collaborations and in-arena activities, a sports brand’s logo is applied across hundreds or even thousands of different surfaces. Dr. Edwards sheds light on the specifics of applying designs to different products, from jerseys to accessories. Each application has its unique challenges, such as how detail is preserved in embroidery on small logos.
- Evolution and Timelessness in Design: Dr. Edwards also discusses the delicate balance between innovation and timelessness in design. Brands must evolve to stay relevant and resonate with evolving fan bases, but they should do so without losing their core identity. This balance allows brands to adapt to changing trends and technologies while maintaining a consistent and recognizable brand image.
Dr. Edwards’ expertise not only highlights the complexity behind creating a sports logo but also underscores the strategic thinking involved in building a brand that stands the test of time.
His approach provides invaluable lessons for anyone interested in the intersection of design, sports, and brand building. While rooted in professional sports, these principles offer a blueprint for creating dynamic and enduring brands in any industry.
So, after all of this is done, what does a team logo and its wider brand universe mean to the professional athletes wearing them? You’ll have to subscribe and listen to the next episode of Bringing Home the W to find out.
