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Santa Cruz Derby Girls – A Rebrand Experiment

by Jules | Jun 26, 2016 | Branding & Design, Local, Rebrand Experiments, Santa Cruz | 4 comments

Santa Cruz Derby Girls - Rebrand

Santa Cruz Derby Girls

At the end of last year the Santa Cruz Derby Girls announced a cool competition to redesign the team logos for the Redwood Rebels, Steamer Janes and Organic Panic. I had been mulling over some ideas for exactly this, for a while, just for fun, and took this as an opportunity to execute on them.

My idea was to create a cohesive, Santa Cruz styled, theme for all teams, focusing on the rich wildlife of our area. I submitted my designs and waited. They did not go with any of mine and have since announced the winners. Though bummed, I took it as an opportunity to really see where I could take the full scope of my concept. What would the jerseys, banners, promo materials, etc. look like if I got my hands on them?

Due to where the starting approach, the rebrand is very team focused, with the parent brand being refreshed to still work well with the new Santa Cruz Derby logos and overall design. The original, main logo of the SCDG is still present. We wanted to keep existing brand recognition and brand equity with the Santa Cruz Derby Girls, a logo-type was created to be leaned on more in order to match the new and updated extended logo campaign. A large color palette with unique shapes and patterns was built, creating lots of colorful and exciting textures.

So, here we are, and here is the whole rebrand for the Santa Cruz Derby Girls!

Logo Designs

Santa Cruz Derby Girls - Team logo - Boardwalk Bomshells
Santa Cruz Derby Girls - Team logo - Steamer Janes
Santa Cruz Derby Girls - Team logo - Organic Panic
Santa Cruz Derby Girls - Team logo - Jellies
Santa Cruz Derby Girls - Team logo - Redwood Rebels
Santa Cruz Derby Girls - Team logo - Groms
Santa Cruz Derby Girls - Team Logos - 2-color
Santa Cruz Derby Girls - Team Logos - 2-color
Santa Cruz Derby Girls - Logo Type

Colors and Patterns

Santa Cruz Derby Girls - Colors
Santa Cruz Derby Girls - pattern - Boardwalk Bombshells
Santa Cruz Derby Girls - pattern - Steamer Janes
Santa Cruz Derby Girls - pattern - Organic Panic
Santa Cruz Derby Girls - pattern - Jellies
Santa Cruz Derby Girls - pattern - Redwood Rebels
Santa Cruz Derby Girls - pattern - Groms

Jerseys and Leggings

Santa Cruz Derby Girls - Jerseys - Boardwalk Bombshells
Santa Cruz Derby Girls - Jerseys - Steamer Janes
Santa Cruz Derby Girls - Jerseys - Organic Panic
Santa Cruz Derby Girls - Jerseys - Jellies
Santa Cruz Derby Girls - Jerseys - Redwood Rebels
Santa Cruz Derby Girls - Jerseys - Groms
Santa Cruz Derby Girls - Leggings

Flags and Banners

Santa Cruz Derby Girls - Flags
Santa Cruz Derby Girls - Banners - Organic Panic
Santa Cruz Derby Girls - Banners
Santa Cruz Derby Girls - Banners - Groms

ID Badges

Santa Cruz Derby Girls - ID Badges

Website

Santa Cruz Derby Girls - website

Social Media

Santa Cruz Derby Girls - Social - Logos
Santa Cruz Derby Girls - Social - Instagram
Santa Cruz Derby Girls - Social - Facebook

Promo Materials

Santa Cruz Derby Girls - Promo Items - Tote Bag
Santa Cruz Derby Girls - Promo Items - Buttons
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