Visual Identity

Category Brand Design
Client Cardiff Devils
Agency / Designer limegreentangerine

Brief

Cardiff Devils are Wales’ most successful sporting team. With a loyal fan base but years of inconsistent branding & marketing, the Devils brand was diluted and had no real coherent visual identity in place. The Elite Ice Hockey League team therefore required a new approach to their brand.

Result

The Devils are now able to present themselves with a consistent branding system. Everything from press ads to their YouTube channel follow the visual system, helping capture the passion and adrenaline of the sport. Record attendances week on week show the support is as strong as ever in a successful season where they became on-ice world record breakers for an incredible 22 match winning streak.

Solution

limegreentangerine were asked to look at the brand language – producing an entirely new, coherent and fresh visual system from the ground up. We scrapped everything that existed, producing a comprehensive "The Devil Inside" brand handbook creating and incorporating new sub brands, fonts, print & advertising styles, merchandise and a distinct photographic treatment. Using an NHL model, we created new 'sub-logos' to help stretch the brand.