The 2021 WNBA Champions needed a major-league brand.
The Chicago Sky, the WNBA champs and the first independently owned team in the league, needed a new logo. After making four consecutive playoff appearances, including its WNBA Finals debut in 2014, the leadership reached out to us to discuss how to give the team the image of a major-league sports franchise.
WNBA logos 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.
