Project
Montreal Griffins
Type
Branding Identity
UX Design
Tools
Adobe Photoshop
Adobe Illustrator
Adobe After Effects
UXPin
Summary
The Montreal Griffins is an NBA expansion team based in Montreal, Quebec, Canada. This sports team identity is the NBA’s first big step into the global market using Montreal’s multicultural and bilingual status.
Part
01
Process
Logo Generation
Primary Logo
The griffin is the focus of the identity of the team. The mythical nature and combination of both the lion and the eagle, represent the ferocity and diversity of the city. The ears are raised and the brow is furrowed, showing the preparedness and look towards the future.
1. M shape in the crown of the head to highlight Montreal.
2. The leaves of the white pine to pay homage to the indigenous community.
3. The wordmark uses the wing of the griffin as an extending force.
4. The base of the neck is broken and staggered into 3 parts to reflect Canada’s maple leaf.
Part
02
Process
Wordmark Generation
Wordmark
The wordmark shows the agility and precision of the team. Some additional features of the wordmark include:
1. The F’s are altered to represent the wings of a griffin.
2. The entire wordmark is italicized to bring speed.
Part
03
Process
Deliverables
Visual Identity
Once the logo and wordmark were created. Additional deliverables were created alongside to enhance the visual system and complete the initial goal.
