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!