Whilst browsing around Behance I stumbled upon, a great piece of well executed branding by Diego Guevara for the new MLS Football , sorry Soccer, team being formed by David Beckham. Seriously take a look it’s brilliantly executed. You can find his work on behance or follow this link to his website http://www.diegoguevara.com
As there has still been no announcement on the team name, Diego branded the team Inter Miami and within his detailed explination of his project he challenges anyone else to give it a go, as I was looking for ideas for a personal project to fill a few days I thought why not… Diego I accept your challenge, I set myself two days to complete it and here are the results.
The Brief
After hanging up his boots up in 2013 David Beckham chose to take up the option of buying a an MLS franchise (all part of the deal that Brought Beckham to the MLS in the first place). In 2014, along with his business partner Simon Fuller and Miami Based business man Marcelo Claure, they announced their MLS expansion would be in Miami and planned to enter the league in 2017. To be honest I thought it would be a lot closer to been on its way to being up and running by now, but I guess its all held up in red tape and city planning regulations.
With not been from America or ever having the chance to visit I knew it would be a struggle to get a feel of how Miami would embrace their new team and more importantly not having an idea of the culture and make up of the city to help with the naming and branding ideas. I played round with a few names, the usually suspects, Miami City, Miami United, Miami Atheletic etc. But while researching the MLS and its history I came across that Miami once had a relatively successful, yet short lived, soccer team… Miami Fusion.
Miami Fusion played between 1998 – 2002, winning the supporters shield in 2001, however financial troubles forced the team to fold in 2002. I decided there was my answer I would resurrect the Fusion.
I couldn’t find out either where the name ‘Fusion’ came from or the thinking behind the name. My thinking is that it would relate to the individuals brought together to be fused into a team. Or the fusion of the diversity of backgrounds of the people of Miami getting behind one team.
As for team colours i opted for a bright yellow to represent the Sun, which from all the pics i see of Miami over here in the U.K seems to be endlessly shinning over of the city. Then a shade between teal and blue to represent the Ocean that laps Miami’s famous beaches.
For the text i wanted to find an art deco font as nod to Miami great architecture from that era. My first choice was Gils Sans, a favourite font of mine and one i discovered is used for the signage within Miami. But, i wasn’t happy with the vertex on the M, and instead opted for Century Gothic. Which i know wasn’t designed in the art deco period but is a strong geometric typeface.
The Kits
I have designed a home, away and a third choice cup kit. I went with Adidas as the kit manufactuer, due to Beckhams long working relationship with the company. For the shirt sponsor i choice Unicef. Both David Beckham and hisife have done a lot of work for the company in the past, and i thought this was a good high profile public relations opportunity for the franchise. With perhaps a percentage of sales from each shirt going to the charity.
As i final nod to Diego's work i though i'd see how the two Miami clubs faced up to one another on FIFA
So what do you think Diego, is MIami like Manchester, Liverpool, Milan, Rome and so many other great footballing cities big enough for two clubs?
And to everyone else out their i pass Diegos challenge on and look forward to seeing your results.
Thanks for viewing.
