Project Brief: Play it Again Sports Rebrand

Each student was tasked with rebranding any existing company of their choice. The rebrand required the redesign of the company logo, color palette, typography, and brand identity. My design process began with sketching a new logo based on family and recycling values to emulate Play it Again Sport's values as a company.

Design Feedback

After narrowing my logo down to a single design, color and type was explored through two different color palettes and two typography choices. The resulting logo, color, and type became a combination of the family and recycled values of the company in order to appear more professional while still having a playful aspect to the design.

Design Solutions

Brand identity was developed next through the creation of brand assets that should dictate how the brand presents itself. To create a clean and legible look, simple shapes and lines are used as organizational decoration. Photography including sports was overlayed with colors from the newly developed color palette to create consistent visuals. Assets included a new website home page, sales poster, giftcard, billboard, entry door graphic, and an animated logo.

Design Results

Finally, after creating assets, a brand guideline was required to have one place where all information and design rules exist. The guidelines establish where and when to use which logo, colors, and display a hierarchy to follow when using type. This was the final phase of the project in which a comprehensive understanding of the brand and its new identity can be fully realized.