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New Logo and Identity for Fanhood by Hoodzpah

New

Noted Dec. 2, 2019 by Armin

Industry / Web Publication Tags /

About

(Est. 2019) “Fanhood is a members-only newsletter dedicated to basketball enthusiasts. Each week, we cover the untouched stories, and innermost machinations of your favorite game and its players through a beautifully designed email.”

Design by

Hoodzpah (Orange County, CA)

Related links

Hoodzpah project page

Relevant quote
The Fanhood logo features custom sans serif lettering that feels retro but clean. The icon is a waving banner monogram, a nod to the fact that sports is more than just a game, it’s something that gathers many people together under one banner.

We gave the Fanhood team a design toolkit to pick up the torch and carry on the race without us. We set the Newsletter layouts with typography, spacing, and sizing all called out. We also gave them examples of how the typography and layout could work on social media graphics. Easy guidelines that make creating content a cinch.

Hoodzpah project page

Images (opinion after)
New Logo and Identity for Fanhood by Hoodzpah
Primary logo.
New Logo and Identity for Fanhood by Hoodzpah
Logo variations.
New Logo and Identity for Fanhood by Hoodzpah
Underlying grid.
New Logo and Identity for Fanhood by Hoodzpah
Color palette.
New Logo and Identity for Fanhood by Hoodzpah
Typography.
New Logo and Identity for Fanhood by Hoodzpah
Newsletter layout.
New Logo and Identity for Fanhood by Hoodzpah
Visual language.
New Logo and Identity for Fanhood by Hoodzpah
Instagram posts.
Opinion

While the monogram is meant to be a waving banner, my initial reaction was that it was meant to reflect the black ridges of a basketball which, to me, triggers more associations to the sport than the core idea of the waving banner, which could apply to any sport — and maybe that’s the idea, that down the road Fanhood could cover any other sport besides basketball. Visually, I really like the monogram and the texture it generates as all the thick lines come together. The wordmark is nice too, with the short ascenders, tall x-height, and very round-y structure. The color palette is quite nice too, stepping away from the vibrant color trend and going with a more vintage aesthetic that is well complemented by the typography’s similar vibe. The bonus script font is a nice touch that plays out really well in application as a kind of archival accent. Overall, as a basketball fan and a design fan, this is an instant sign-up, so mission accomplished.

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