Air Hockey

The first in a two-part series, this HbD In-Depth feature examines the process involved in creating the brand image leading up to the outdoor hockey event to be held in the thin air of Colorado Springs.

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.

A Big F1op.

I’ve been a serious Formula One racing fan for almost half a century, but the new logo that rolled out of the garage for the 2018 season is a disappointing new brand for the so-called pinnacle of motorsport. It was created by Weiden + Kennedy London for Formula One’s first-ever (seriously?) director of marketing. The…

U Go Girls!

I’m not a huge college basketball fan (gasp, I know!)… but nevertheless, I can always appreciate a well-designed sports event branding campaign. The 2018 NCAA Women’s Final Four logo and branding system hits the mark on a variety of levels.