Morales Macaws

Project Statment

The Morales Macaws is a family-inspired soccer team who boasts a proud and bold presence. The logo represents those strong ideals with the blue and gold macaw, with its bright colors and wings spread out. The angular nature and sharp corners of the macaw logo also show how headstrong and competitive the team is. The blue ribbon represents the team’s high quality spirit and makes the overall design of the logo act as a sport’s crest.

The chosen typography also represents the core ideas of the brand: boldness, pride, and strength. Museo Slab and Martel Sans are the only fonts used, but are versatile enough to be used in any situation within this high action sport. The rest of the brand identity system continues to convey those core ideas with its blue and gold color scheme and golden wing graphics. Such features are included in the letterheads, envelopes, business cards, and team uniforms in order to make the brand coherent.

Objectives

  • Logo Design
  • Brand Identity
  • Stationary Design

Previous Versions

Two older versions of the Morales Macaws logo that feature different ribbon designs.

Final Version

Primary and Secondary logo of Morales Macaws. Features a gold and blue macaw with its wings spread out wide in the primary logo. The secondary logo has no ribbon and text.

Logo Variations

Black and white versions of the primary and secondary Morales Macaws logo.
Reversed out versions of the primary and secondary Morales Macaws logo.

Color & Type Study

Color and Type Study for the Morales Macaws brand.

Identity System

Stationary designs that include letterhead, business card, and envelope with Morales Macaws branding.
Soccer team uniform for the Morales Macaws. Includes Nike logo, Morales Macaws logo, two gold stripes, and a golden wing along the bottom of the shirt.

Brand Style Guide

Cover page of Morales Macaws brand style guide. Features primary logo center of page.
Table of Contents for Morales Macaws brand style guide.
Story page details the history and brand image of the Morales Macaws team. Showcases a gold and blue macaw on right side of page.
Page displays the primary and secondary logo of the Morales Macaws with a short description for each.
Page displays Morales Macaws logo variations that include black and white and reversed out versions.
Page display chosen colors for the Morales Macaws brand. Colors include white, black, Macaw Gold, and Macaw Blue.
Page displays fonts that are used for the Morales Macaws brand.
Page specifies the amount of clearspace needed around logo sizing.
Page specifies what not to do with the Morales Macaws logo. Examples include to not change the color, to not skew the logo, to not flip the logo, and to not cut off the logo.
Page displays the design. of the Morales Macaws business card
Page displays the design of the Morales Macaws letterhead.
Page displays the design of the Morales Macaws #10 envelope.
Page displays the design of the Morales Macaws team uniform for the front and backside.
Morales_Macaws_Brand_Style_Guide_Backside_Cover
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