brand identity, creative direction, design
Since 1990, the Cyclones have brought winning hockey and entertainment to the city of Cincinnati. A member of the ECHL, the Cyclones serve as a minor league affiliate to the NHL’s Buffalo Sabres. As a child, I have fond memories attending games and remembering the arena atmosphere—the chill of the ice, the stench of stale beer, 80’s anthem rock blaring over the speakers, and the scrappy fights that frequently broke out. It was cheap, fun entertainment. At the center of the Cyclones branding was their iconic mascot, Twister. A cartoon version of an angry tornado playing hockey with a broken stick. The logo, though not perfectly drawn, was the perfect reflection of the sport itself: raw, messy, and exciting.
Sadly, the club decided to retire Twister in 2014 in favor of a simpler, ‘modern’ look. While Twister remains the on ice mascot, the logo disappeared from the jersey, center ice, and apparel. As a passion project, I wanted to rebrand the Cyclones not by looking into the future, but the past. Resurrect “Twister” and create a modernized version of the iconic symbol the fan base grew to love.