Heat Logo Redesign
Client: The University of British Columbia’s Okanagan campus, Athletics and Recreation, Student Communications
Target Audience: As an external-facing sub-brand of the University of British Columbia, the UBC Okanagan Heat logos are not only viewed by audiences nation-wide, but also used for design purposes by partners (UBC and other Canadian post-secondary institutions, the Okanagan community, sports leagues, sponsorship relationships, alumni and/or donors).
Design Deliverables: Colour palette refresh, logo redesign, new UBCO Heat logo design, and UBC Okanagan Heat brand guidelines (in progress).
Design Criteria: An updated UBC Okanagan Heat logo suite and brand guidelines.
Design Tools: Sketching, Adobe Illustrator, and Adobe InDesign.
Overview
The UBC Okanagan Heat logos were redesigned to include the official UBC secondary blue, a more attractive and versatile shape, and less variations. The exaggerated swoop shape in the retired logos made it difficult to use on templates, including league-mandated items, and appeared awkward when displayed alongside other varsity logos.
Goal
Create a stronger UBC Okanagan Heat brand identity.
A well-designed suite of logos, with a versatile and attractive logo shape, in alignment with other UBC brands and associated brand guidelines.
Challenges
The Heat logos have not been revisited in several years and are due for an update, both for aesthetic and practical reasons.
The exaggerated swoop shape of the logos is difficult to use for design needs.
The logos do not fit well on existing templates, including league-mandated items, such as scoreboards, apparel, signs, etc., resulting in awkward placement or sizing when displayed next to other team logos.
The logos do not currently use UBC brand colours and exists in too many variations, resulting in brand dilution and a weakening of the Heat brand identity.
Concept Development
Step one: Meet with the client to determine challenges, objectives, and anticipated results. Retire old UBC Okanagan Heat Logos.
Retired UBC Okanagan Heat Logos
Step two: Design new logos and create proof #1 (the full document). Presentation in a group setting to collect feedback and determine next steps. Note: all feedback stages included consultations with students, communications staff, varsity athletics staff (including coaches), and UBC Okanagan Heat varsity athletes/students.
Step three: Incorporate feedback into logo designs and create proof #2 (the full document). Presentation in a group setting to collect feedback and determine next steps.
Step four: Refresh UBC Okanagan Heat colour palette.
Step five: Incorporate feedback into logo designs and create proof #3 (the full document). Presentation in a group setting to collect feedback and determine next steps.
Step six: Design approval. Create final suite of UBC Okanagan Heat logos formatted for design/printer, desktop publishing, and web/digital.
