RIVER CITY CARDINALS
River City Cardinals (better known as The Cardinals) is NBA's expansion to Louisville, Kentucky. Inspired by the city’s rich history and vibrant sports culture to design the team’s brand identity. Louisville is renowned for its iconic traditions, from horse racing at Churchill Downs and love for sports, making it the perfect backdrop for an NBA team.
BRANDING
MERCH DESIGN
ADVERTISING
OVERVIEW
The identity for the Louisville Legends ties in classic Louisville elements and colors related to the history while embracing the forward-looking energy of professional basketball. The name River City Cardinals was chosen to honor the city's storied past and the legacies of it’s influential sports team. The logos is a hybrid of a cardinal and fleur-de-lis.
GLOBAL LOGO | PRIMARY LOGO | PARTIAL LOGO
COURT DESIGN
CITY ADVERTISEMENTS
JERSEY DESIGNS
Left to Right is as followed: Icon, Association , and City Edition. All have bold typography that represent the power of the team and representing the brand colors. The City Edition jersey has Gothic type to represent the historical element of King Louis XVI of France in which the city was named after. The roses are a symbol of the Kentucky Derby which is deemed the official flower.
MERCH DESIGN FOR FANS
For the merch, the initial design is inspired by Fort Knox and military insignia. The logo serves as a branch badge and the team name is the name badge. On the back holds the team slogan and wings representing the wings of a cardinal. The wings on the hoodie is on the base of the sleeve.
