Taking the field in a competitive NBA® landscape, the River City Cardinals embody the heart and soul of Louisville, Kentucky. Tasked with designing a full-scale brand and advertising for the bold new identity. The result was culminating in a dynamic brand that captures the Cardinals’ spirit and fuels their growing fanbase.
RIVER CITY CARDINALS
Drawing inspiration from the city's rich history and sports culture, the brand identity combines traditional elements with modern aesthetics. The primary logo merges a cardinal with a fleur-de-lis, symbolizing Louisville's heritage.
Typically, the NBA® has 3 base versions of the jerseys: the Association, Icon, and City editions. The City edition has gothic text to represent the history of the city with King Louis and roses to represent the official flower of the Kentucky Derby.
