Two of my fellow designers and I were given the opportunity to rebrand the Arizona Cardinals. As we researched the history of the team and the city of Phoenix, we soon discovered there was little about the name 'Cardinals' that even the most devoted Arizona fans could identify with. We delved deeper into the city's history and culture, finding it to be a vibrant metropolis of the southwest. We made the case that in order to connect the young professional demographic of Phoenix, the franchise should be re-branded as the Arizona Firebirds. It is a revamping of the Cardinal bird and the Phoenix spirit, and even keeps the same color palette. Through the launch of the Firebirds and the new Phoenix stadium the franchise takes on a graphic and emotional style that really connects with the city of Phoenix as it is today. The branding system has enough of the old palette and the bird motif to maintain continuity, but forges connections with a larger demographic in a way that brands the Arizona Firebirds as an NFL representation of the new american southwest.
Logotype and custom Numbers
Primary Logo
Environmental Branding
Stadium and Field Branding
Uniforms
Program Cover
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Stadium Signage