Project Scope
Rebrand either a sports team or a university somewhere in the world. Alongside refreshing the branding and logo suite, create an accompanying website and app.
Inspiration
Having grown up playing soccer, I chose to rebrand my favorite Premier League club, Leicester City F.C., for a school project. While I've always admired the club's strong community values and underdog spirit, I felt its visual identity no longer reflected the team's legacy or modern presence.
My redesign began with researching the club's history and analyzing successful sports branding to create an identity that felt both timeless and distinctive. The new logo retains iconic elements, including the fox, cinquefoil flower, crest, and signature blue and gold palette, while introducing a bolder, more confident fox and a pointed crown. The fox's expression reflects the team's grit and determination, while the crown references Leicester's historic nickname, the "Ice Kings," adding a sense of pride and royalty. The result is a refreshed identity that honors the club's heritage while giving it a stronger, more memorable presence for today's global audience.
