Ryan from Keeper Fantasy got in touch earlier in 2024 to discuss a new Fantasy Football League he was developing to service the growing segment in Australia. His brief was to create a logo and brand identity for Keeper which had to;
Some of the "nice to haves" but not necessary were;
We put together four different logos (along with derivatives of those concepts) in the design concept phase which met the design brief. One was met with an initial response of potentially being suitable. We left it with Ryan for a few days to look over prior to taking the chosen concept and evolving it to the phase of finished logo.
Ryan touched base with us several days later after reviewing the logo in detail. Upon his review, he felt that the logo which he initially liked the concept of wasn't the look he was going for with his brand. As we explained to Ryan before we started the design process, sometimes the initial concepts won't resonate well and the positive outcome we can achieve from the process is that we learn what the client doesn't like and we can start fresh with a more defined brief and path forward.
The brief had now changed to including a shield container in the logo suite as Ryan felt that this was a good visual representation of a fantasy football league. The text was to remain bold with a heavy weight used but preferably be italic in format. As Ryan had selected a typeface to use in his website under development, the text used in the brand suite needed to be able to co-exist (or use) a Google font "Poppins".
We designed two new concepts using the revised design brief which also included a number of derivatives/variations of those concepts. These included one version with a shield and trophy and another with a shield in which we had created an inbuilt shadow giving some depth to the logo.
Ryan was instantly drawn to the latter. We then used that design and created a number of colour options to show how it could look throughout different collateral.
After a few tweaks and tidying up, we had an approved logo form selected which was used to create a full branding suite including a primary logo, landscape, square format and a number of icons which could be used by themselves or as branding elements throughout different collateral. As with most logos we create, we also designed a set to use on a dark or light background and still provide high contrast to ensure legibility. A single colour option was also created which can be used as a watermark or in the corner of social media tiles.
Part of the development of the icons (shown on the right in the above image) was the creation of an AFL football inspired shield. This features stitching found on a Sherrin football used in the AFL and was also a factor as to why red was used as the colour for the identity. It shows how light coming from one side onto a football will make the next panel around the ball seem darker.
The primary logo was then developed into a single colour logo as shown in the below diagram. This allows it to be used for single colour printing, embroidery or as a watermark on various collateral. These were created by removing all non-essential elements including the shadow red panel.
Summary
We were really happy with the finished result. The various logos used in the branding suite will suit a wide range of purposes and we look forward to seeing Keeper grow into the premier fantasy football leagues in Australia.
