Valley Suns Identity System

We built the team brand narrative around the concepts of energy, creativity and accessibility, encapsulating the essence of the Valley Suns G-League team as basketball you can feel—a convergence of momentum and explosive action. We then pushed forward with an identity system nodding to the Suns past while looking forward with a style that's electric, modern and brave. At the heart of the system is a 'V.S.' sun. The sleek, forward-looking design features flickering “V” and “S” flames that come together making a spherical icon representing perpetual energy and rotation, on and off the court. The 10 point sun that functions as a unique holding shape for the primary logo is also reflected in the VS Sun icon. This plays up the team’s radiating energy, within and beyond the court. The secondary mark features a Saguaro cactus, effortlessly depicting Desert basketball. The mark ties in with the identity system being housed in the same 10 point sun with an orange key line matching the primary logo. Taking a modern approach to sports typography, the wordmark features custom typography that is strong and confident, while still emphasizing the motion found within the organization, on the court, and in the stands.

From the original award submission.