project_content
Context
Soccer teams have fierce competition.
Drawing on inspiration from European soccer teams, Real Salt Lake has always strived to be one of the best. Having visited the Champions Cup three times, only winning one of them, the team is familiar with what they're up against.
As a brand, they lack the polish and cohesion to compete with the visual fidelity of other soccer teams. They have a strong fanbase and great building blocks that create an exciting future for the team.
Symbols
Royalty requires some regality.
With the logo and wordmark established, it was time to move on to other symbols that the brand could implement to make it feel more royal. The word "Real" means royal in Spanish so naturally a crown was fitting to ideate on. Along with their mascot Leo the Lion and the team crest, these start to become symbols that can be used in many places.
