A11FL Brand Proposal by Doug Houvener
Primary Mark
Primary Mark The primary mark turns the undefined curves of a sea lion into sharp, flowing lines that convey speed and toughness. Black Lions Concept | Doug Houvener
Brand Details
Palette
The Name
Typeface
The brand’s colorway is influenced by the colors associated with a sea lion, the West Coast, and the Golden Gate Bridge. The bright, contrasting orange offers a perfect splash of color between the white & grays.
The Bay Area Black Lions is a name that captures both the spirit of a Sea Lion, but also the toughness and boldness of the team’s brand. It is unique to sports in general, something that the team can ‘own’ very quickly.
Geared Slab is an excellent choice for this brand, offering both sharp points and curved edges that mesh well with the primary mark. On a football uniform, the slab serif offers a vintage look that is sure to stand out in today’s modern uniform culture.
Black Lions Concept | Doug Houvener
Helmet Application
Black Lions Concept | Doug Houvener
Alternate Helmet Application
Black Lions Concept | Doug Houvener
Alternate Helmet Applications
Black Lions Concept | Doug Houvener
Concept by Doug Houvener for the A11FL doughouvener.com | doug@doughouvener.com