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KC CREASE GOALIE DEVELOPMENT

This client reached out as he wanted to revamp the logo of his ice hockey goalie development academy, KC Crease. In addition to desiring a more"edgy" look, he was looking for improved functionality (e.g. alternate options for different canvases + ability to resize without losing quality). He also wanted to spice up the brand's look on social platforms to 1.) Appeal more to his target audience (youth hockey players), and 2.) Provide on-trend content for his current clients to share to their personal accounts.

LOGO REVAMP

Old Design
KC Crease Old Logo_edited.jpg

  • Created on Microsoft Paint (yes, THAT Paint)

  • Small dimensions (801 x 801 pixels) caused logo to be blurry when stretched onto larger canvases

  • In addition to revamping the primary logo, client was looking for a secondary logo option to add versatility (while preserving brand consistency)

NEW DESIGN
NEW_KC Crease Logo_Transparent.png

PRIMARY LOGO

ALTERNATE LOGO (COLOR)

ALTERNATE LOGO (WHITE)

  • Crisp, edgy, popping font that gives off an "athletic" look

  • Font is similar to that of the popular hockey brand, CCM, so can be subconsciously associated with the sport

  • Slant/angle of font allowed a great opportunity to incorporate a goalie stick

  • [This logo] is used primarily for profile pictures on social channels and as a header on documents

  • Much larger dimensions (this goes for all three logos) allow it to be stretched onto a variety of different-sized canvases

  • Has the same benefits as the primary logo, but is slightly "calmed down" by leaving the goalie crease (light blue area) transparent

  • Saves ink for paperwork

  • More transparency (than the primary logo) in the design allows this logo to be used on a variety of backgrounds and still "pop" while retaining brand consistency

  • Created specifically for screen printing on jerseys given out by the goalie academy (keeps things simple and will "pop" on just about any color of jersey)

  • Can also be used as a watermark on videos (freedom to adjust opacity)

SOCIAL CONTENT

[ AUDIO-FREE VERSIONS OF EACH VIDEO WERE ALSO SENT TO THE CLIENT ]

  • Eye-catching motion graphics to draw viewers in while showcasing the logo makes this a great element to use with a link sticker (to navigate viewers to more info/content)

  • White background allows great canvas for text

  • Great addition as an "intro" or "outro" to a post--puts a finishing touch on content

LOGO SLAPSHOT

HORIZONTAL + VERTICAL OPTIONS

DRILL OF THE WEEK

  • Specific request by the client as a tool to use on Instagram stories (with a link sticker) to bring viewers to the YouTube channel

  • Adds to the consistency of the brand by having a weekly piece of content viewers can count on

  • Eye-catching and fast-paced, just like the game of hockey, and has an audible draw-in with the rock music

ACTION INTRO

  • Specific request by the client as an intro to add to the beginning of training videos posted on the YouTube channel (adds credibility and a more professional look to the brand)

  • On-ice film provided by the client

  • Showcases the KC Crease brand by featuring real on-ice drills being done by KC Crease athletes and finishing with the logo flash

  • Because it is a "longer" video, it works better as an intro as opposed to an outro/closer

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