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Brand and site development: Hockey Futures

Hockey Futures is an outreach initiative, developing programmes to connect with young people through schools, community organisations and hockey clubs. The project encourages hockey for all, with particular emphasis on inner city deprived neighbourhoods, and a focus on life skills, teamwork, respect, self-worth and a balanced outlook on life

We produced a simple effective brand along with a promotional web-page for the project to launch during the Hockey World Cup. Here’s how we developed the logo:

The brief:

  • The client specified a dynamic visual brand: a distinct but versatile logo supported by practical typography and colour palette, reflecting the targeted age group but also the values and goals of the organisation, and of hockey in the community. To attract funders it must have a professional and progressive image but should also inspire and excite people to support the charity in other ways. 
  • A simple but visually strong website, targeting hockey clubs and corporate institutions, with clear messages and call to action for targeted users
  • Targets:
    • Members of the hockey community, past players of all levels who understand the values of the game and share the vision in how young people could benefit from inclusivity.
    • Corporate sponsors
    • Young people with no access to hockey
    • Schools & Hockey clubs

Initial concepts

Themes developed here played with typography to integrate with hockey stick devices, action figures and energetic abstract shapes. At this stage colour choice was arbitrary to indicate where colour variation might be used. (Click on the thumbnail images to view).

Development work

Feedback suggested that the name should be given more prominence for recognition and that the solution should favour options that are simple, legible, softer, rounded edged. For the purposes of the working demos we used a saturated blue and green to soften the overall effect.  

> Colour options  (PDF)

For the logo shape itself we worked on various interpretations of the hockey stick – with playing figures, celebratory action, teamwork metaphors, the ‘hockey-heart’, and emoticons.

Final logo set

The final version combines action, teamwork and celebration metaphors, with a rounded but legible font. It has a youthful feel to it with lots of energy and it uses simple shapes makes it adaptable across different devices and media. We produced a landscape and portrait version of the logo as well as the usual monochrome and reversed out options.

Project launch website

> www.hockeyfutures.org

This first iteration is a single page masthead-driven scrolling site with engaging video and static imagery, and key calls to action for partnership and donation, and for hockey clubs to engage in the grant application process. It has strong visual impact but is simple in structure with clear messages and calls to action.

Client view

John, Bill and the team at Nemisys have been remarkable. Their fresh, contemporary creative ideas for our brand and website have received very positive acclaim from many of our supporters and partners. I cannot recommend them highly enough for not only their professionalism, patience and training but also their rapid response to my many questions.

Sue Martineau, Hockey Futures

Their fresh, contemporary creative ideas for our brand and website have received very positive acclaim from many of our supporters and partners. I cannot recommend them highly enough...

Sue Martineau, Hockey Futures