Introduction
With more than 100 NCAA titles, UCLA athletic program has been home to some of the most celebrated athletes, Olympians, and coaches. Yet, this level of professionalism falls short when it comes to the program's official logo.
In a survey of 250 students on Bruin Walk, about 54% felt that the current logo is outdated. In addition, about 12% added that they would like to see a brand refresh to reflect the organization's prestige. Simply put, the logo is ineffective in portraying the identity of the organization. The logo's various type treatments and colors over the years show an inconsistent approach to brand identity.
The New Logo
The original slanted UCLA logo is incorporated into the new logo since it has a long history and association with the program. Rather than creating something new, small changes were made to give the logo a subtle refresh.
The logo is accompanied by the subheader, "atheletics," that uses Avenir instead of the original athletic-inspired font for better legibility. The font is slanted with the same degree as the title to strengthen the consistency of the whole logo. The marriage between the title and subtitle should reflect a sense of tradition and modernity-a visual articulation of the program's past and future in fostering athletic endeavors.
Digital Adaptability & Beyond
To show how the new logo would work, I designed a series of campaign posters for the program. These posters showcase four of the most popular athletic programs at UCLA and star athletes who represent them.
Final Thoughts
This is part of a WIP pitching deck for UCLA Athletic Program. Logos and posters shown are speculated work of what the official identity could look like. Please feel free to leave me feedback for future improvements.
Thank you for watching!
