I wanted to try to apply this assignment to my career field, sports communications. I tried to find these design elements in publications from different university and professional sports teams’ publications.
Color: Most sports publications use the same colors over and over. Team colors are a huge part of the brand for these organizations and for that reason they don’t vary their colors. However I thought that this infographic that OU tweeted earlier this week was a great example of using color to create contrast and in turn, emphasis. The contrast of the crimson and gray draws your eye to the numbers that they want you to notice.
Typography: A recent trend in sports is to use typography to express the brand. Teams put some element of their sport or mascot into the type of the logo. In the past most teams would just put the image of the mascot and the type around it but recently more teams are using the type itself. I think this creates a more minimalist and modern look that serves the brands well. Some example below.
This logo is reminiscent of beer logos and fits the brewers mascot very well. I think it reminds me of the logo from the show CHEERS and that makes me think of a bar so it is working well. This logo very simply draws the mind to think of a rocket taking off. The pointed upward stroke on the R looks like a nose cone from a rocket and the bleed on the lower parts of the R make you think of the flames that come out during a launch.
This logo uses a very simple change to the T to create a logo that immediately identifies itself as a hockey team.
Very simple use of a halo turns somewhat boring text into something much more dynamic.
Mataphor/Symbol: I think the typography example above is a good example of using symbols. In sports the mascot is the symbol for the team and so using typography to express that mascot is an example of using symbols to express the brand.
Branding is so important in sports that you won’t see anything related to the organization that doesn’t have the brand on it. Even the balls that they play with are branded with the symbol of the brand. You don’t notice this during the game on TV, but in the pictures that you see after the game, if you can see the ball, you can see the brand.
Minamalism: This seems to be a trend in modern design. I always think of those minimalist movie posters that are all over the internet.
The Big 12 will be changing its logo this summer. This is the current logo.
This is the new logo. They have eliminated all the shadowing and extra lines and have created a logo that is much more modern and sleek looking.
Form and Function: This one was slightly more difficult but I remember something from my Sports PR class. Every sport makes a media guide that they give to the media that cover their sport. This book is a major part of the job of an SID. They contain all the current and historical info that might be needed to cover the team. They originally were made to give to recruits and so they were bound like a regular book. Then the NCAA made a rule that recruits could not get them, so only media were using them. Well media use them in-game and to work so that binding is impractical because they won’t lie flat. So all media guides given to working media are spiral bound, so that they can lie flat. This is an example of form and function making your publication more likely to be read and used.
new spiral binding
Originally posted at Wes Moody PR Publications