French Press.

With its demanding mountain stages, signature yellow leader’s jersey and dramatic conclusion on the Champs-Élysées in Paris, the legendary Tour de France always impresses. But its history also includes a legacy of impressive poster prints.

Crazy Eights.

While Sports Brand Jury wasn’t thrilled with the BIG3 pro basketball league logo, the eight inaugural team identities hit nothing but net.

A Sham Dunk or a Three-Pointer?

Big-time sporting events rarely miss the mark. But the logo for the Big 3 basketball league falls short.

Bore de France? No chance.

When 176 masochistic cyclists begin the 105th edition of Le Tour de France, the event will showcase one of the most unique, fun and enduring logos in sports history.

BRIDGING THE GULF. The iconic motorsports brand that spans half a century.

From Steve McQueen to James Bond, Gulf Oil’s signature powder blue and orange sports car livery has a unique endurance racing heritage.

Triple Crown Kings

Although many photographers captured images of Secretariat during his amazing Triple Crown season, no one preserved the quintessential moment of that run like Neil Leifer.

A DARK AND STORMY KNIGHT – PART TWO. Shedding light on the new Vegas NHL franchise branding odyssey.

As the Vegas Knights look to win hockey’s ultimate prize in their very first season, the effects of some questionable branding decisions have left a few chinks in their armor.

Under A-Cheever?

For a branding designer and die-hard motorsports fan, the opportunity to create a complete Indycar sponsorship program from scratch was the project of a lifetime.

A DARK AND STORMY KNIGHT. Shedding light on the new Vegas NHL franchise branding odyssey.

Despite the stellar inaugural season the NHL expansion Vegas Golden Knights are throwing down, a dark cloud threatens to tarnish the shine of their branding armor.

Court Appearance

Ohio State is asking fans to help decide what the Buckeye basketball court will look like next season. A great idea in theory, but in this case achieving the best result isn’t necessarily going to be a slam dunk.

Tragic Hero.

Roberto Clemente is a baseball legend and a humanitarian who lost his life in the service of others. But he also left behind lasting images of a baseball Adonis, who for over a decade, wore what I think just might be the finest major league uniform ever.