> 3: sports logo revision
> objective(s):
Students will revise/contemporize an current or retired logo for an existing professional or college sports team,
incorporating current trends in sports logo design
> curricular focus:
This lesson artistically emphasizes current graphic and type trends in this genre. This lesson technically emphasizes
effective use of the Pen tool and Pathfinder, press-ready construction and use of Pantone colors.
> specifications:
save as: Sports Logo Revision Presentation_Lastname.ai (use Sports Logo Revision Template.ai)
also save as PDF
Sports Logo Revision_Lastname.jpg
jpg with your revised logo on top and labeled "Revision", original same size underneath labeled "Original"
see Requirements on page 2 for example of jpg
save logo original as: Sports Logo Original_Lastname.jpg (your full color revision stacked vertically on top of original)
dimensions: 8.5" x 11" or 11" x 8.5"
color mode: CMYK
> instruction:
• review and discuss sports logo design fundamentals (http://sportslogos.net)
active design, unification (outlines, shapes), strong text
• review specific examples of current sports logo graphic and typography trends via sample galleries
• review and discuss specific examples of sports logo revisions via sample galleries
• review Pantone color selection
> procedure:
• select professional or college sports team to revise (can be current or retired logo of an existing team)
• create thumbnail sketches (minimum 3) and approve with instructor
design must incorporate graphic and text that reflect current trends
text does not necessarily have to appear with the mascot graphic; it may appear as separate wordmark
sketches will naturally be compositional variations since your graphic will be so similar to original
text may include name, mascot or both
text inclusion does not have to be identical to original (for example: Tampa Bay Lightning logo below)
• create mock-up drawing with color and treatment labels and approve with instructor
• begin work in Adobe Illustrator CS3
• submit finished vector artwork in Sports Logo Revision Template.ai (named: Sports Logo Revision_Lastname.ai)
• create hi-res .jpg image of your full color logo stacked vertically on top of original and label each
requirements on page 2
> 3: sports logo revision
> requirements:
• specifications above are adhered to
presented with new artwork at top, original logo underneath (and much smaller) with image embedded into doc
• Swatches palette is accurate
only swatches, excluding "none," "registration," white and must be deleted
Pantones may accurately match existing colors or may deviate with alternative tints, shades or slight shift in hues
• design is unified
incorporates an actual or implied unified shape
eyeflow is circular, leading the eye throughout the design over and over
• mascot graphic strongly reflects current trends in the sports logo genre (minimum 3)
shadow patches
multiple varied outlines
pointed arches/spikes gray external outline
perspective angles varied stroke
canting
breakout of unifying shape
• typography strongly reflects current trends in the sports logo genre (minimum 2)
text warp
bookending
white text
perspective angles
bevelled text
multiple outlines
block shadowing
graphically enhanced (altered)
• design is press ready
edges are clean and accurately cut
no detectable anchor points on curves
Pathfinders, effects and text are expanded and simplified
• design (graphic and text) is an aesthetic, effective, modernized version of previous design and reflects current trends
design is not simply a traced version of the original with current trends added to it
• final vector artwork presentation utilizes Sports Logo Revision Template.ai file with all details including Swatch palette
remember to also submit PDF
• final .jpg presentation has revised logo artwork on top with embedded and original logo image underneath
original logo is presented at the same scale as your artwork
this is unlike other projects like Corporate Logo where the original logo is much smaller than your artwork
images are centered vertically and horizontally using Transform coordinates
artwork is labeled "Revision"
original logo is labeled "Original"
if your primary logo does not utilize a wordmark it is okay to leave out in the .jpg file
> 3: logo revision examples
> san jose sharks
Gone are the excessive
multiple outlines. The
shark becomes three
dimensional with the
shadow and accentuated
angle. Curves are
introduced in the
background shape and
the hockey stick.
> atlanta falcons
The new design is much
more aggressive with
sharper angles and
points as well as the
slant forward which
accentuates motion.
The falcon's face is also
more aggressive with the
triangular eye and sharp
beak.
> alabama crimson tide
The elephant and the "A"
were separated so they
do not interfere with
each other visually. The
"Crimson Tide" ribbon
was removed to help
simplify the design. The
elephant is in a virtually
identical pose and is
graphically stronger via
current trends.
> manitoba moose
Though this looks like
a big departure from
the original, it actually
follows it quite closely.
A circle with tress in the
background are used, the
maple leaf appears on the
"M" in Manitoba, the nose
faces left and "Moose" is
along the bottom.
> 1: trademark infringement
Trademark infrigment is a very common issue in graphic design. Most people either do not understand the law, or chose to
ignore it. Often, organizations (including countless public schools) simply find a logo they like then change the colors and
text to match their needs. The assumption is that they changed it around and altered it to the point that it is something new
and different. Not true. This is still infringing upon what is called intellectual property. Below is an example from a county
school system in Georgia. They hired someone to design their school logos. Instead of creating new, custom designs, they
simply took existing designs then changed the colors and text to suit. Every one of these logos are illegal.