Bay Area Black Lions — Proposed A11FL Identity

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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


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