PROJECT BRIEF:

Develop the name, color profile, identity system, branding narrative, and uniforms for the NHL expansion franchise located in Las Vegas, NV.  The system and narrative should:

Resonate and appeal to the local residence of Las Vegas. These were the primary target consumers;

It must also be marketable to the 48M tourists that visit Las Vegas annually; 

Reflect the uniqueness of a hockey team located in the desert setting of Nevada;

Convey a forward looking aesthetic in the context of the NHL, while maintaining connections to a traditional hockey uniform.

The NHL did not want any connection between the team identity and gambling.  

ASSETS DEVELOPED:

identity narrative | color profile | primary & alternate marks | word mark | ligature | font system | home & away uniform

CONTRIBUTORS:

Jeff Eagles, Dominique Fillion, David Connetta, Eric Bodamer, Jeremy Nelson, Frank Dipinto, Matt Beeman, Andrew Harrington, Andrew Sterlachini, Mike Harpin, Patric Cummings, Doug Cummins, Russell Pritchard