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I grew up playing soccer and when I had the chance within a school project to rebrand a sports team I went with my favorite Premier League team, Leicester City F.C. I have always loved the team and the small-town homey feel that they hold near to their values, but have always hated their logo and lack of successful branding. Although it suited them in the 1900's, it is long overdue for an update.
I tackled this project by researching the history of the logo and looking at other branding sets within the industry to bring it up to par and fit in while at the same time sticking out and keeping it memorable for all viewers across the world.
Looking over the new logo you can see many of the same aspects such as their infamous fox, cinquefoil flower, the crest surrounding the original fox, and the colors. The biggest things changed include the added attitude as well the pointed crown atop the fox's head. The attitude brings home the teams heartiness and gruff that they have when playing and adds pride within the logo itself. The tall crown harks back to their history of notably being called the Ice Kings, and this continuing into todays time when the rough cold comes through England. Overall the new logo carries a sense of royalty, claiming the title of Ice Kings all year round, and holding the pride that is from their past into present day.
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Senior, Fall 2021. Used Adobe Illustrator, Adobe XD, Procreate.
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