How to rebrand a Berlin local field hockey club in order to show their youthful spirit?

How to rebrand a Berlin local field hockey club
in order to show their youthful spirit?

How to rebrand a Berlin local field hockey club in order to show their youthful spirit?

This project was completed as a part of the studies at SRH Berlin School of Design and Communication. The aim was to redesign the logo and give an ovehaul to the whole image of a local field hockey club on the outskirts of Berlin. It's a small club for mainly teenage and child members, so the design was to be fun and fresh, and reflect the youthfulness of the members.
As a part of the project, extensive interviews with the members were conducted. The next part of the process were design thinking processes and brainstorming solutions for the new corporate design.

Client

Tusli field hockey club, SRH Berlin School of Design and Communication

Services

corporate branding, graphic design

Target group

young people, gen alpha to younger millenials

The original logo of Tusli field hockey club

The Problem

We started with a briefing that stated, that the Tusli field hockey club felt grown out of their old branding. Actually, they didn't really have a cohesive branding at all. They had a pretty simple logo and a basic website, but it didn't look like the professional club they were aiming to be and our job was to change that. We started with visiting the club and getting a good idea of what the club stands for: what are their values, goals and dreams. We also conducted interviews with people involved in the club, like the players but also their parents and the club leaders. We asked a lot of questions about how they position themselves within the field hockey club scene in Germany and where they want to get to in the next years.

We started with a briefing that stated, that the Tusli field hockey club felt grown out of their old branding. Actually, they didn't really have a cohesive branding at all.
They had a pretty simple logo and a basic website, but it didn't look like the professional club they were aiming to be and our job was to change that. We started with visiting the club and getting a good idea of what the club stands for: what are their values, goals and dreams. We also conducted interviews with people involved in the club, like the players but also their parents and the club leaders. We asked a lot of questions about how they position themselves within the field hockey club scene in Germany and where they want to get to in the next years.

The Processs

The first step on the way to a better branding was defining the insights from our research as clearly as possible, and also the changes we wanted to see for the club. We wrote down a clear vision and opportunities for the future. We then created a mood board, which helped us get started on recreating the logo.

The first step on the way to a better branding was defining the insights from our research as clearly as possible, and also the changes we wanted to see for the club.
We wrote down a clear vision and opportunities for the future. We then created a mood board, which helped us get started on recreating the logo.

The Logo and new colour palette

After a few brainstorming and co-creation sessions, we created a whole new logo for the hockey club, that would embody their fresh and youthful spirit. In order to further improve the visual communication, we also created a colour palette which reflects these values and where the main colour would be a saturated and fresh electric blue, complemented by a more modest grey and a classic and chic black colour. We also added some stripes as visual elements, that communicate energy, forward movement and a playful team spirit.

Here you can see the new logo in black and white and with their new signature electric blue, along with the negative versions of both color variants. The circle around the image gives it more definition and improves recognition even when scaling down.

It was important to keep the letter L from the original logo, since it represented the location of the club which is in Lichterfelde. The similarity between the letter L and the end of a field hockey stick became the main inspiration for this logo transformation. We also added a partially visible circle which looks like a flying ball, and the stripes on the left to communicate the dynamic energy behind this game.

Below you can see the process of the logo creation with the different iterations.

Visual identity

When the logo was done, we created the rest of the branding around the logo and the colour palette. We created a strategy for their social media, to order to better convey the wonderful moments on and off the hockey field. We also though about how they could include some socially aware strategies in their branding, and we came up with the idea of Tusli Muesli. It's a muesli that is packaged in the corporate branding of the club and which can be sold to earn funds for the club. We also added some designs for their team clothes, for on and off the field and some designs for stationary and other things that a hockey club might need for self-representation.

The CI

We also created a CI which they can use to refer back to the style and branding we created, in order to make it easier to work with ohter designers in the future. You can see the full PDF of the CI for this project under the link below.

Click here to see the full corporate CI