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Queens university // 2023

athletics logo system

Queens was poised to transition from a D2 to D1 Athletics Institution and they needed a contemporary logo system laced with legacy to take them there (and to look good on espn). 

role:
Lead designer


Credits:
Made at Truth & Consequences
Creative Director: Steve Penning
DESIGN DIRECTOR: TIM GOuGH
Select Photography: Tom Ammon
MOTION: Devon Burgoyne
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ROOTED IN HISTORY & MADE FOR THE HERE AND NOW.

Inspired by the imperfect tails on Qs in old sign-painter catalogs, I iterated on this custom letterform hundreds of times to strike the right balance between historic and modern; exuding heraldry and legacy, without sacrificing any of its contemporary edge.

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"YOU CAN HARDLY READ 'QUEENS' ON THE ESPN TICKER!"

We made the recommendation that Queens embrace the acronym “QUC,” but with only three letters to represent this newcomer team on ESPN, we had to make sure they looked good.

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It’s one thing to play like a D1 team. It’s another thing to look like it.

It seemed like a simple choice to design the Queens wordmark in the same style as the acronym, but these new letterforms came with their own set of challenges and opportunities. most challenging (and most exciting) to execute was the swash style cross stroke on the N.

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You can't ignore the numbers.

With the ability to fully customize their new uniforms and gear, we couldn't resist the opportunity to design a set of custom numerals. We even built them out in three distinct styles:

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Thankfully, a few people liked what we did.

It was a Royally big undertaking, but we gave Queens a recognizable new identity system everyone could see themselves in (even Rex, their beloved lion mascot.)

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