All Star Sporting Goods

Logo Design

All Star Sporting Goods is a long-established retail store with a mission to provide quality sports products along with a memorable shopping experience by allowing consumers to try products through simulated scenarios with certified and trained staff. 

The goal of this project was to develop an updated contemporary logo to allow for consistent use across a variety of modern platforms and apparel. The logo needed to appeal to its older, existing customers along with new, younger consumers to broaden the brand’s consumer market. This logo redesign was to consist of one colored logo along with a black variation and a white variation.

The brand as a whole was taken into consideration. This included the brand’s target market, brand mission statement, values, and objectives. A simple layout, typography, and illustrations were utilized to create familiarity with older generations and to help with understanding. The incorporation of brand illustrations into the typography layout of the logo was used to create a unique and modern feel to connect with younger generations. The font choices were chosen to deepen the consumer connection with the “sporting goods” aspect of this brand. The use of the Serif font with the San Serif font creates a unique mix of contemporary and classic to appeal to a variety of generations.

The result was a contemporary, yet classic logo design with simple and unique aesthetics to connect with a varied consumer market. The logo is versatile to ensure the brand will be able to use it across a variety of marketing materials to ensure a consistent brand image.