SAN DIEGO WILDCATS
The goal: develop a logo system and visual identity for the San Diego Wildcats – a fictional football franchise that plays in the Pacific Division of the Great West Conference of the Ultimate Football League – that is appropriate for its location, sophisticated and versatile, and effectively executes a professional sports aesthetic. The final design should attempt to blur the line between real and fiction and should make it hard to determine whether or not the team is real.
The San Diego Wildcats' nickname comes as a tribute to the San Diego Zoo and its reputation as a beloved tourist attraction. In addition to its numerous exhibits, the zoo participates in conservation efforts to keep the wildcat population thriving. These animals have long legs that help navigate the landscape and fur on the soles of its large paws that add traction, making them extremely versatile. They're also very instinctual, having keen senses and choosing to hunt its prey at night. These traits correlate well with San Diego's motto, Semper Vigilans, which translates to "ever vigilant".
The Wildcats sport a pairing of blues – a deep sea navy and a vibrant sky blue. The primary logo features a stylized wildcat ready to attack, seen on both sides of the team's helmets. A secondary "SD" logo further anchors the city name to the team name, implementing blue stripes that can also be seen on the shoulders of the team's uniform tops. The custom word mark uses smooth lines and quick, wispy serifs that mimic the characteristics of the wildcat. The number set is a unique take on a rounded athletic font that agrees with the same ideas as the custom wordmark.