LOGOS

tAyLoR sAgEn

EVOLUTION OF LA KINGS

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About them

Identity:

The Kings’ highly regarded development staff instills professional habits and establishes a strong rapport with its players


Name: Owner Jack Kent Cooke chose Kings as the team nickname from entries submitted in a fan contest.


Colors: He apparently wanted his club to take on “an air of royalty” with the team wearing the same colours as the NBA franchise Cooke owned, the Los Angeles Lakers.


Brand makeover: i think they changed it to wear the same colors as the NBA that cook owned.


Licensing: $119 sweatshirt

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EVOLUTION OF THE Anaheim Ducks

About them

Identity: “We just have to believe in what we do. Even though we lost the last two in OT, we’ve been playing good. We just have to keep that belief and stay with the structure. It’s when you start cheating that you start getting into trouble.” This was said by one of the players. This shows that they are hard workers and wont give up.

Name:
After Disney had a monster movie hit in 1992 with The Mighty Ducks starring Emilio Estevez, the NHL looked to capitalize on the popularity by awarding a franchise to Disney in 1993. The club was called the Mighty Ducks of Anaheim complete with the same logo from the film. When Disney sold the team in 2005, the team name was changed to Anaheim Ducks.

Colors:
Purple, jade, silver and white were chosen as the team’s colors while an attractive crest featuring a duck head-shaped hockey mask was chosen to give the club its own unique identity.

Brand Makeover:
The new look and identity of the Ducks were a collaborative effort, mixing opinions of fans as well as Ducks players, ownership and management.

Licensing:
$144.99 jersey
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EVOLUTION OF THE Boston Bruins

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About them

Identity: "The biggest thing is, and we've talked about it a lot, about finding your identity as a team," Bruins coach Claude Julien said. "I thought we struggled with that this year and for whatever reason, whether the injuries played a part of it, whether it was guys underachieving and when you don't have momentum, you don't have that excitement.
This shows that they are able to over come obstacles no matter what it takes.

Name:
When grocery store tycoon Charles Adams brought a franchise to Boston, he asked his GM Art Ross to come up with a nickname. Eventually, Ross came up with “Bruins”, an Old English word used for brown bears in classic folk-tales

Colors:
The team colours the same as his grocery store chain, brown and yellow, while name had to reflect an untamed animal displaying speed, agility, and cunning.

Brand Makeover:
The B-spoke uses a centered more evenly placed B, creating a strong unified look amongst the spokes. VINTAGE CREST SHOULDER PATCH; The driving force behind this lies deep within the fabric of the enduring legacy of the Boston Bruins. The Bruins’ retro crest today is immediately recognized by all as a symbol of immeasurable strength, both on and off the ice.

Licensing:
$46.00 pants
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EXTENDING BRANDS

Hershey's milk

Peanut butter is a characteristic ingredient in Reese’s Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reese’s Peanut Butter as a logical extension that capitalizes on this association. Research also suggested Hershey chocolate milk.
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