Family Sports Logo

Image of the Family Sports Logo mockup showing the designed letterhead, business card, and envelope.

This project focused on creating an entire identity for a fictional sports team based on family and/or friends. The Jesters & Jokers company is based off of my friend group’s proclivity for game nights and love of Jackbox games. We like to make each other laugh, similar to jesters and jokers. Using that inspiration, I designed an identity system around the iconic jester hat.


The project started with brainstorming and sketching out different ideas for the logo and sub logo of this brand. After critiques and edits, I moved on to illustrating the logo and sub logo. I selected bright red and yellow for the logos and brand identity as they create the same sense of energy and excitement at the core of our game nights.


After finishing the logo designs, I moved on to the full identity system of this team. Included in this identity system are designs for a business card, letterhead, and envelope. Additionally, we mocked up a series of uniforms for the team to wear during game nights. Lastly, I created an identity system guideline to make sure the brand identity of Jesters & Jokers is properly respected and represented. This guideline gives details on how to use the branding system that I created so future design users do not infringe on the rights or misrepresent the company.

Sketches

Sketches of the logo and sublogo ideas.

Initial Versions of Logos and Sublogos

Initial design of the color logo.
Initial design of the color sublogo.
Initial design of the reversed out logo.
Initial design of the reversed out sublogo.
Initial design of the black and white logo.
Initial design of the black and white sublogo.

Updated Logos and Sublogos

Final versions of the logo and sublogo reversed out, in color, and in black and white.

Updated Identity System

Image of the Family Sports Logo mockup showing the designed letterhead, business card, and envelope.

Updated Identity System Guidelines

Front page of the final identity system guidelines.
Table of contents for the final identity system guidelines.
Brand story for the final identity system guidelines.
Primary logo page of the identity system guidelines.
Sublogo page of the identity system guidelines.
What Not to Do page of the identity system guidelines.
Clear space page of identity system guidelines.
Color panels page of identity system guidelines.
Typeface studies of identity system guidelines.
Uniform page
Identity system mockup
Letterhead page of identity system guidelines
Business card page of identity system guidelines
Envelope page of identity system guidelines.