America's first independently owned WNBA team needed a major-league brand.
The Chicago Sky, the first independently owned team in the WNBA and the longest running female professional sports league in the world, needed a new logo. After making four consecutive playoff appearances, including its WNBA Finals debut in 2014, the team deserved the image of a major-league sports franchise.
WNBA are often visually weak with icons that look dated and an uncontrolled approach to colors and typography; furthermore legibility is an issue for many of them—especially important because the logo is used in so many ways—across apparel, merch, signage displays, court floors, ads, ticket stubs, etc. Overall, NBA brands offered a better model in terms of branding that feels stylish and contemporary and registers well across all uses.
We conducted a full Brand Discovery, analyzing competitors, auditing the current brand, and producing new messaging. Working with the Sky team and our design partner, David Day & Associates, the resulting logo mark is dynamic and contemporary, celebrating Chicago’s world-famous architecture.
