Great Lakes Maritime University Beavers
Team Branding Exploration
The Great Lakes Maritime University Beavers were a project that I created in order to explore team branding. I focused primarily on creating a believable, professional collegiate brand identity complete with logos, wordmarks, a full set of uniforms with 20+ intended combinations, and a complete, custom roster - all brought to life in EA Sports College Football 26 video game.
GLMU Identity
My goal for this project was to conceptualize and execute a believable brand identity for a fictional college athletics program. I began by choosing the unique location of Michigan's upper peninsula - which formed the basis of the identity.
The Beaver mascot was chosen for the characteristics that I wanted to reflect in the school identity, Teamwork, Resilience, Work Ethic, and Determination.
The branding was designed to reflect the grit & resilience exemplified in the area, with a focus on creating an visually interesting identity without being too flashy.
Colors
Pine Green (#2E4F3F)
The defining color of the brand - Pine Green represents the lakeside woods and deep forest of the great lakes region. The rich green symbolizes growth and provides a unique identity for the team
Limestone Tan (#D6CAB2)
Working as a complement to the rich pine green, the bright accent of limestone tan provides great contrast and invokes the color of riverbed stone and mud used in the beaver’s lodge.
Fog White (#F6F5F2)
Instead of using a pure white, Fog white contributes to the natural feel of the GMLU brand identity and is inspired by the fog that commonly rolls over the Great Lakes.
Logos
Logos
Home Uniform
A green jersey paired with gold helmet and pants created a high-contrast, natural feel for the primary look. The helmet features the beaver logo mark.
Both the helmet and the pants have a custom stripe design based on the sharp teeth of a beaver while also conveying a sense of motion.
Away Uniform
The away uniform set builds upon the home uniform with a green helmet and green pants. The white jersey sports a green number with gold trim and green stripes on the shoulders.
The away uniform can also easily pair with a white helmet and white pants as well as the primary gold helmet and gold pants for a more classic look.
Alternate Uniform
The alternate uniform introduces the "Limestone Tan" jersey featuring green numbers and accents and is intended to be worn sparingly.
Though designed to be paired with the green helmet and pants, this jersey is still flexible to be paired with an all-tan set or even with the white pants.
Throwbacks
The team's "Throwback" uniform sets are designed to create a sense of legacy - the key features being a retro "Beavs" script logo and classic blocky numbers and vintage stripes.
Design Process
