Delaware Admirals is a self-directed branding project built around a conceptual ice hockey team rooted in Delaware's naval history. The project explores how a modern sports brand can be built around a strong sense of place and heritage, with the primary challenge being an identity that felt authentic alongside established NHL teams while remaining consistent across a wide range of touchpoints.
The solution combined a comprehensive logo suite, including primary, secondary, tertiary and wordmark variations, with a bold visual system built around navy blue and gold. A simplified trident icon became a key brand asset, reinforcing the team's naval identity throughout the project. Using Rajdhani as the primary typeface, the identity was applied consistently across jerseys, merchandise, arena branding, signage, social media content, player cards, tickets, posters and other promotional materials. The result is a cohesive and recognisable sports brand that captures the competitive nature of ice hockey while establishing a strong and credible identity.
Brand Guidelines Document
