Logo Design Review: Alliance of American Football (Part 1)

From the moment it was announced, I’ve been impressed with the rollout of the Alliance of American Football. The Alliance of American Football (AAF) is a new professional football league, that was announced this past Match, to premiere in February of 2019. Over the course of past few months, the AAF have unveiled coaches, player signings, and cities that will host teams. But recently they finally started to reveal what I’ve been waiting to see: team names and logos.

The first logo I saw was for the Orlando Apollos. First and foremost, I was pleasantly surprised that the mascot for the Orlando team wasn’t something generic. You could tell that thought went into it, as is demonstrated in the introduction video. The logo itself does a fantastic job in visually representing the story they are trying to tell with the franchise. The illustration of the marksmen is well done within the O. They describe the Apollo as the Greek god of sun and light, which fits for an Orlando, Florida based team. The color orange is typically associated with warmth, heat, sunshine, and enthusiasm so it fits well here. I’m also a big fan of the “precision marksman” pointing his arrow east.

The Birmingham Iron is a very strong name for a franchise. It’s also a uniquely appropriate name for a franchise in Birmingham, Alabama. Birmingham is the most populous city in Alabama and was nicknamed “The Pittsburgh of the South” because it served as a primary iron and steel industry center. The name, as well as the branding, speak to the history of the city and toughness the team wants to exude on the football field. The color black is often associated with power so the color scheme of black, steel grey and silver works well within the story of the brand. The iron football is an excellent illustration that uses the different shades of grey and some white to represent the iron material. The word IRON is strong and pronounced to really draw your attention to the kind of strength being shown in this mark.

The Atlanta Legends also decided to pull from their city’s history. Atlanta is and has been home to many legends in many different industries (in and out of the realm of sports). From the old gold crown with the football in the negative space to the choice of purple as a back drop, the Atlanta Legends have an outstandingly royal look to match their brand story.

The Memphis Express want you know that they are going places and fast. The story they want to tell is one of speed and breakthrough. The plane is breaking through the E, leaving a trail behind it. The letter E seems to be in movement as well. The entire mark is not only moving forward but upward in their goal of gridiron success. According to the Memphis Express page on the AAF website: “Under his leadership and that of GM Tim Lewis and Irby, the Express is all about the pairing of precision and urgency. Memphis moves swiftly, purposefully, determined to move forward, to raise the bar and earn respect every day.”

I am loving the AAF rollout for each team and so far the logos are all great. You can tell a lot of thought went into these and I am excited for the next stage: team jersey designs!

~b.

College Football Hall of Fame logo by Harley Creative

I love college football. It’s my favorite sport to watch. Saturdays bring me great joy in the fall. As of writing this post, we are days from the start of the first full weekend of college football and I am excited. As you know, another thing that excites me is logo design. On this episode of “I Didn’t Design It But I Like It”, I want to highlight the work of Harley Creative – specifically their College Football Hall of Fame logo.

The College Football Hall of Fame (and Chick-fil-A Fan Experience) opened in Atlanta, Georgia in August of 2014. The Hall of Fame is represented by a mighty fine logo designed by Harley Creative. The logo is a football illustration with a series of ribbons/banner around it with the text, including the Chick-fil-A logo. I’m a fan of the composition of this logo. The text is warped & mapped to each ribbon well. It accomplishes everything it needs to without doing too much or too little.

I’m also a fan of their National Singing Day logo. Since the event was operating at the same place, it made sense to use many of the same elements. Love the typography work with the metallic-type effect on “National Singing”. I also love the illustrated pen being the i and singing the paper within the mark. These logos are well done.

 

Harley Creative is an Atlanta-based design studio that specializes in branding and graphic design for the sports and entertainment industry. They’ve done so much great work and made so many marks that I thoroughly enjoy. If I had to pick some other favorites of mine, I would mention the SWAC Championship, the Citrus Bowl, and the SEC Men’s Basketball Tournament in Nashville to name a few. Harley Creative maximizes their skills in the sports design space to fantastic result.

Go check them out on social media if you want to be inspired by great design work.

Salute to Harley Creative!

~b.