Under Armour
Baseball & Softball

REBRAND

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Leveraging our Past.
Designing for the Future.


Shortly after taking over as Graphic Designer for Under Armour Baseball & Softball, I was tasked with rebranding its category mark. The previous mark had built up strong brand recognition and equity for the business in its 10+ years of service, but had begun to feel dated due to its heavily stylized design. It was also notoriously troublesome when being reproduced at small scales.
My goal was to build upon the previous mark’s success, while making a branding system that was versatile enough to be used across all Baseball & Softball product. To do this, I stayed true to the history set in place and designed a home plate. Similarly, I made my design follow the contour of a plate, but with a much heavier line weight. Placing the logo above the plate, as opposed to inside it, allows for these thicker lines and results in a more balanced composition with company logo above. The angled “notch” in the top right corner makes an otherwise ubiquitous baseball symbol unique, while also providing a distinctive way to link the Primary Mark to the custom type within the branding system. Turn the plate 90˚ clockwise and you have the lowercase ‘a’ used throughout the wordmarks and product typography.
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