Delaware Admirals is a conceptual branding project developed as part of a university brief to create a professional ice hockey franchise identity. Inspired by Delaware's naval history, the project centres on the Admirals name and explores how a modern sports brand can be built around a strong sense of place and heritage. The primary challenge was creating 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 franchise identity.
Brand Guidelines Document
