Process Statement
The Columbus Crew is the only sports franchise in history to be saved from relocation by its fan base. That place in history, combined with its 2020 MLS Cup championship and the pending move into a new stadium, prompted me to tackle an update of its look. I started by making a Google poll and sharing with Crew fans on Twitter to get insight into what fans might find appealing. I was inspired by the minimalist approach of many international soccer clubs and pulled on the traditional look of German club teams to pay homage to the City of Columbus’ German heritage. I also incorporated into the Crew’s name the German team trend of adding the year a club was founded, changing the name to Crew 96. I wanted a yellow/black checkerboard to become synonymous with the Crew, so that takes center stage and it is contained by a “C”, standing for Columbus and Crew. For the rest of the brand, I developed alternate logos that pay homage to the Crew being one of the first MLS teams and representing Ohio. The uniforms bring back the iconic all yellow while bringing the checkerboard into more prominent fashion. The away kit is a more conventional all clack, utilizing a custom pattern I created that showcases landmarks of Columbus.
Reflection
I really enjoyed creating an entire brand with no restrictions and being completely creative with all of my work. There were many aspects of the design that I had not even considered when starting this project, but they developed over time and iteration. With each challenge, I was able to envision and execute creative solutions that I think made the design much stronger.