ARIZONA DRIVE
The Arizona Drive are a professional pickleball team from the Major League Pickleball. Relatively new in the sports world, PIckleball has been one of the fastest growing sports in the US.
As the teams and the leagues develop and grow, they are going to need to look and offer a professional level of service and products, which is what we are doing with AZ Drive.
THE GOALS
Update the existing logo to give the team a more professional and modern look.
Develop a visual identity that will give the team a better way of capitalizing over their image.
Make sure both fans and players become proud of wearing the teams colors.
THE CONCEPT
The concept is based on the original team’s logo. We just upgraded the visual to make it more impactful, more modern, and better suited for today’s use.
From there we started to expand while keeping the same elements in mind.Finally we used the same colors as the state’s NFL team, the Arizona Cardinals, as a reference to one of their owners, NFL and team’s legend, Larry Fitzgearld.
THE brand identity
Working from the existing logo, we picked the elements that represented both pickleball and the state of Arizona.
Then we developed the visuals extensions in relation to both, giving the team flexibility, and adding more fun into their identity. We used emblems, typography, hand lettering and illustration to build an identity that could connect to a young audience as well as a more mature one.
