716 Youth Sports (formerly Algonquin Sports)

Logo Identity & Branding

The goal of the project was to rebrand Algonquin Sports as a more inclusive and inviting brand for youth interested in participating in a curated number of athletic instructional programs. The original ownership group had created the program with little thought to name, identity, and color. Everything was researched from color theory to brand representation within the community. Several solutions were explored throughout this project. The direction pivoted midway through the design process, moving from the image-based solution to the icon centric circular format. Ultimately, the result is a well-balanced design with room for the organization to grow and expand within the brand ecosystem.