RESEARCH
Onlyness Statement
The Las Vegas Enforcers are the only ECHL team in the Las Vegas area that provide philanthropic acts to active working adults and suburban families through fair pricing, community focused events during games, and making meaningful contributions to their supporters.
Throughout the entirety of this thesis project, every design decision has been validated with verifiable and accurate research. Research has been the backbone of this thesis project and will continue to be the backbone of any project in the future. Starting at the beginning of this thesis project, the first part and foundation of this thesis is the Onlyness statement. The Onlyness statement for the Las Vegas Enforcers accurately represents the benefits provided to the target
audience through multiple features. Neumeier states that to win the positioning game, a brand must ask one simple question: What makes them the “only” (Neumeier, n.d.)? Following this line of thought, making sure that the Las Vegas Enforcers were the only ECHL team in the Las Vegas area to be both entertaining and philanthropic was a top priority.
Using the brand profile as a guide, one major weakness of the Las Vegas area was that due to the plethora of entertainment options, the Enforcers needed to create a brand with stronger ties to the local communities. This was a perfect opportunity to make the brand both entertaining and philanthropic. In her article about brands that give back, Morgan (2021) states that customers want to support brands that do good in the world.
Morgan (2021) continues and says that around 71% of Americans think brands have a greater responsibility than ever in addressing social issues. Using this information, the Onlyness statement was then made to reflect this cause of giving back by making the brand both entertaining and philanthropic. This included fair pricing, recurring giveaways & community focused events during games, and making meaningful contributions to their supporters. Natalie Costello supports these philanthropic brand claims in her article.
Costello (2022) explains that because it’s more than just a piece of clothing or bar of soap…these ethical & sustainable brands dedicate part of their profits to something more than the brand itself. This reference adds to that of Morgan and reinforces the importance of brands doing more than just offering products and services.
Voice & Tone
Along with the Onlyness statement, more voice and tone elements were then created. This included the addition of a theme and brand personality. Once the Onlyness statement was established, it was clear that the theme should fall in line with this idea of a more philanthropic brand that just so happens to be an incredibly entertaining hockey team. That is why the theme became that of a hero.
In his article, Zimbardo (2011) states that true heroism is a concern for other people in need. This can be seen multiple ways as being a hero on the ice for teammates can be one thing but being a hero off the ice for the community can be another reason for the theme of heroes. An Enforcer in sports, by definition, is a strong or aggressive player whose main role is to protect teammates.
The theme of heroes can also relate back to each teammate as they will do what they can to protest each other and keep each other out of harm’s way. In an article about sports heroes, Wood (2008) clarifies that there are a few defining factors to getting recognized as a sports hero. One main component is the character
of the person, and this is shown by the fact that they know they are role models and act accordingly (Wood, 2008). Having this in mind, the theme of heroes is even more solidified for the Las Vegas Enforcers as they also want to be incredible role models for future generations.
Understanding that a brand personality is part of the brand identity, Wheeler gives a great explanation on why this is the case. Wheeler (2021) says that brand identity should focus on the brand personality and the values conveyed to the customer. These values were conveyed in the form of words that described the Las Vegas Enforcers.
Some of these words included electrifying, altruistic, inclusive, and courageous. These words were used as they relate to the idea of the brand being both an entertaining place to watch hockey while also being a community focused brand that does everything to give back to their supporters and those in need.
Look & Feel
After establishing voice & tone, the look & feel of the brand was up next the next. The look and feel comprised of multiple parts including the Onlyness statement, typographic choices, color palette, shapes, and patterns used. When making typographic choices, multiple factors can come into play. Gosha (2012) explains that the most important thing is the message that the design is trying to convey.
When looking at the Enforcer brand, it was clear that there had to be a fun yet very legible and disciplined font. Gosha (2012) goes on to mention that legibility is another important factor when picking the best font for the brand. The fonts chosen were Tisa Sans Pro Bold, Tisa Sans Pro Regular, and Rustica Light. These fonts made the headings, subheadings, and body copy easy to read while still feeling slightly different form other fonts in the Sans category.
The logo font used was Hanisef, and this font was used as it is far different and very recognizable. This can help a brand to be unique & memorable, something that can help a brand standout over others (Nediger, 2019).
The color palette was also part of this look and feel guide. The specific color palette chosen for the Las Vegas Enforcers was based on the emotion and response that they evoked from the target audience. The main colors included a dark blue and brighter orange. Dark blue can be a color of trust and it can suggest loyalty, integrity, dependability, security, and peacefulness (Braam, 2021).
Blue was chosen due to these trust and loyalty factors that it conveys. The Enforcers want the audience to trust them that they will not only do their best to win the game but to also provide as much as they can for the fans and communities in the area. Orange was the second main color choice as it energetic and attention-grabbing (Cherry, 2021).
Orange is also bright, happy, and uplifting (Cherry, 2021). This means that Orange will bring out more of the energy and fun atmosphere during a hockey event while also drawing the attention of the audience.
Lines can mean many things in design. Vertical and diagonal lines were used throughout the production of design assets in this project. Vertical lines are associated with strength, stability, and balance while diagonal lines connote a sense of dynamic movement, transformation, and freedom (Elements of design, 2016). This correlates to the brand as the vertical lines used in the logo and graphics showcase the strength and stability of the team on the ice as well as the brand itself. In another article on line
usage in design, Bradley (2010) says that diagonal lines are filled with restless and uncontrolled energy which create tension and excitement. This statement can again be used to showcase the use of diagonal lines in some designs to represent the excitement of hockey. The diagonal lines will also showcase the movement of the game itself as the players skate across the ice as well as showcasing the dynamic aspect of hockey.
The shape of a shield also came into play when creating the first designs for this brand. In his article about the use of shield designs, Pettengill (2013) says that brands will use a shield to imply strength, protection, or confidence. This can relate back to the hero theme and how the Enforcers want to be a symbol of strength, honor, and protection on and off the ice.
Vision Board
The vision board was next up in the design process. Incorporating all previous mentioned elements, they were positioned in a way that was both appealing and informative in terms of conveying the brand visual identity. One major addition to this vision board was the use of imagery to reflect the messaging of the Las Vegas Enforcers brand.
To know what imagery to use, the purpose of choosing the right image must be understood. In her article on brand imagery, Gillis (2021) states that brand imagery helps to communicate the right messages with the target audience so that they develop strong emotions when encountering the brand. Gillis (2021) also explains that while brand imagery can affect the perception of the brand, brand identity is the bigger matter that is affected by multiple
factors such as philanthropic initiatives or possible bad press. Having this in mind, images were used that both depicted the exciting atmosphere, theme, and overall message of the brand.
The best way to create brand imagery is to think about the
perfect consumer (Reid, 2019). The chosen images not only
reflect the brand itself, but what the perfect consumer would
want to see while engaging with the brand.
Logo Concepts and Revisions
Logo concepts were next on this thesis project list. Besides using the created vision board, the other two main concerns were making sure that the theme and name of the brand were understood through the logo. While starting the sketches, it was clear that the logo had to be memorable and simple. In his book, Hardy goes into detail on what makes logos memorable and even gives examples through never-before-seen logos and interviews
with professionals. In chapter 3, when talking about memorable logos, Hardy (2011) states that the one attribute that goes the furthest in improving the success of a logo is simplicity. This statement can also be backed up in an article talking about memorable logo design, where Ray (2018) explains that many studies have found the most memorable logos to be simple designs.
Taking these sources into consideration, the sketches selected for further refinement follow these guides. For the selected designs, it was about showcasing the brand’s message and theme with design elements such as the shield and helmet. The shield, as mentioned previously, implies the strength and protection of the brand.
The addition of the helmet brings a new design element into play, and this helmet adds to that idea of giving a face to the brand name. This helmet also loosely resembles a spartan helmet which represents strength, courage, and loyalty (Nicola, 2018). In another article on helmets from this time, Holmes (2020) clarifies that a spartan helmet would provide great protection on the battlefield. This made it clear that the helmet could add to the overall
message of the brand and evoke the emotions of courage, protection, and strength. Using this research, the logo revisions become much easier as creating the most effective logo for the brand now had a clear path. The final logo incorporated both the shield and helmet along with the Hanisef font. All these elements working together created a logo that fit the theme, message, and style of the Las Vegas Enforcers.
Style Guide
The creation of the style guide was next in the list. This guide was the culmination of the voice & tone, look & feel, and logo elements all put into one place. This style guide was created to convey the best and most accurate way to represent the brand along with showing the consistency thus far in the design process. Along with all these elements, new ones were introduced such as the logo clear space and logo specifications.
Clear space was one of these new elements. For the Enforcers brand, it was paramount to make sure that enough space was available around the logo. As explained in her article on logo guidelines, Lokmanoglu (2019) says that there should be enough clear space to let the logo breathe while also preventing clarity and visual impact from being obstructed. Using this information and looking at the logo, the letter L in Las Vegas was a perfect use for this clear space.
Clear space was one of these new elements. For the Enforcers brand, it was paramount to make sure that enough space was available around the logo. As explained in her article on logo guidelines, Lokmanoglu (2019) says that there should be enough clear space to let the logo breathe while also preventing clarity and visual impact from being obstructed. Using this information and looking at the logo, the letter L in Las Vegas was a perfect use for this clear space.
The logo specifications showcased the use of the logo and where it would be most valuable in showcasing the brand. This led to the decision of using the full logo on large advertisements of the brand as the brand would want to make the full logo as recognizable as possible. After creating a fully defined yet simple logo, this decision
harkens back to the article and idea of making the logo not only simple, but also memorable (Ray, 2018). This research was the reason for choosing to use the full logo in large scale advertisements.
Media Assets - Concepts
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Next in the thesis project was the media asset concepts. This was where the real design began for all assets associated with the brand. In his article on the importance of branding, Jones talks about what a company should do to stand out from the crowd. To do this, Jones (2021) says that one should invest in creating a strong brand that will get and keep people’s attention. A statement from another article on brand assets adds to the one made by Jones. In her article, Templeton (2021) explains that brand assets
tell a story about the company’s products, services, and purpose to a wide range of audiences. Using these key pieces of information, it was pertinent to create assets that both told the story of the brand while also being appealing and attention-grabbing. The selected sketches that went on to become the assets for this project showcased these abilities of both telling a story and being attention-grabbing.
Media Assets - Letterhead
The first asset production week involved the creation of a letterhead and jersey. In his article on letterheads, Dawes (2018) says that institutions rely on the document’s credibility, and this is best communicated through the letterhead. While being a powerful marketing tool, letterheads can also make the business come across as more professional and official (Birch, 2017). Using this information, it was clear the letterhead had to be the most
professional looking assets out of all created assets. The simple shield design with the helmet alongside the professional font choice made the letterhead standout while also still fitting with the brand identity of the Las Vegas Enforcers. The letter, business card, and envelope all have slightly altered designs while retaining the same design elements and conveying the same story of the brand.
Media Assets - Jersey
The jersey creation was next. Sport jerseys have become very popular over the years. In his article on jersey popularity, Berglund (2020) says that in 2018, worldwide sales of licensed apparel topped $26 billion. Berglund (2020) also explains in his article that the popularity is the result of changes in marketing and fan culture.
The jersey for the Las Vegas Enforcers was designed with the knowledge that this would be one of if not the most advertised piece of the brand. The players wear it, the fans will wear it, and the jersey will be in many ads about the team. Having this in mind, the jersey was created as an almost extension of the logo. The shield was oversized to take up the entire middle of the jersey, with only the bottom chevron shape to be seen as a break in the design. Both the spartan helmet team name was resized to fit with this jersey design.
Knowing that diagonal and curved lines represent fluid motion and energy (Bradley, 2010), this aspect of line design was used on the arms to represent the motion and gliding on the ice of the hockey players. In another article about jerseys and merchandise in general, Baker talks about the best practices for maximizing the success of the design. Baker (2022) says that if jerseys are the number one selling product, it is important to do extensive
research on things such as logo placement, colors, and design to maximize sales and reach a wider audience. This jersey design was both effective at showcasing the brand theme & message while also being attention-grabbing and unique. Other jersey designs were also researched to create a design for the Enforcers that could stand out and beat the competition.
Media Assets - Social Media
The next assets created were social media and swag assets. Creating an engaging social media platform for the Las Vegas Enforcers was paramount to the brand’s success.
In her article on the importance of assets for social media campaigns, Fernandez (2020) says that one of the most important things is having a consistent brand identity. The article also explains that everything made for the brand and used for social media should stay consistent to the brand story while simultaneously trying to avoid the possibility of running the brand identity (Fernandez, 2020). In his article on social media assets, Hills (2020) adds to this by saying that social media is the number
one marketing tool for the future. This research made it clear that the Enforcers brand needed social media that was engaging, memorable, and consistent with the brand identity. The designs of the social media assets were created with all these elements in mind, and the final assets presented showcase the engaging, memorable, and consistent design elements needed to be successful.
Media Assets - Swag
The swag assets were created next after the social media assets. Going back to social media, this idea of social media taking over can also help the merchandise section of the brand. In an article about merchandise in sports and why it is important, the author says a few things about how team spirit and social media come into play for brands and merchandise. They state that creating merchandise can be a great way to build connection between the supporters and the players (Merchandising for sport, 2021). In another article previously mentioned, Baker (2022) also
says that it is important to do extensive research and pick the right product for the target audience. Being hockey fans, t shirts and hats were easy choices as these are common merchandise items for fans of any sport, not just hockey. These designs show that research not only went into showcasing the brand in the best way possible, but that research also went into trying to reach the target audience with designs that they would find fun and brand appropriate.
Media Assets - Logo Animation
The last assets created for the thesis project were the logo animation and the looping animation. Along with everything so far in this project, these assets also had to be researched before they could be designed. Both animations needed to be fun, informative, and engaging while still being brand appropriate and sticking to the brand identity of the Las Vegas Enforcers.
For articles regarding the logo animation, Dillon (2020) says that a logo animation can uplift brand personality, accent the brand’s story, and even increase brand awareness. In another article, the author states that animated logos can hold the attention of the viewer, increase brand awareness, and help the storytelling of the brand (3 reasons to have, 2013). Using these resources, the logo animation created showcases the logo being frozen over and then
exploding out of the ice, representing that the Enforcers will do whatever they can to overcome adversity and win the game. This animation goes with the theme of heroes, as a hero will do whatever is necessary to protect and save as many people as possible. The ice freezing over represents the game of hockey itself as well as adding texture and immersion to the brand and overall experience.
Media Assets - Looping Animation
When creating the looping animation, or GIF, it was important to understand what the main message should be, as most looping animation have little to no sound and inform the audience in just seconds. In one article on GIFs, Bullock (2017) states that GIFs are perfect in scenarios where a short visual message is all that
is needed. In another article on GIFs and their usage in content marketing, Litsa (2016) says that GIFs are easy to consume, appealing, and effective. Using this research, the looping
animation/GIF created for the Las Vegas Enforcers was that of a jersey reveal. This jersey reveal added to the brand’s message, showcased brand merchandise through the jerseys of the team, and provided a base for fans of the team and hockey fans to start talking about this team. This simple animation was made to get people interested in the brand while still appealing to the target audience and adhering to the brand identity.
Brand Playbook
The last part of the thesis project was the creation of the brand playbook. The brand playbook was the culmination of every design element up until this point in the thesis journey, so it had to be designed in a way that told the whole story of the Las Vegas Enforcers which includes the showcasing of the brand’s theme, message, and overall identity.
Before the playbook for the Enforcers was created, a layout and understanding of brand guidelines had to be established. In her article, Megan talks about the importance of brand guidelines. Megan (2019) explains that there should be consistency throughout, there should be set standards, and the value of the brand should be understood. In another article on brand guidelines, Barnett (2018) states that if any brand wants to be effective, it
needs to be consistent and eliminate confusion. These sources were used as a foundation of knowledge when creating the playbook for the Las Vegas Enforcers. This playbook was created to show the consistency of the brand from the Onlyness statement all the way to asset production. The design decisions made for this playbook showcase the research and knowledge gained from the very beginning of this thesis project.
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