Orlando Magic
brand identity, creative direction, design The Orlando Magic celebrates its 30th anniversary in the NBA after joining the league in 1989. As one of the most successful expansion teams to join the league, the Magic have had legendary players like Shaquille O’Neal, Penny Hardaway and Dwight Howard wear the iconic ’pinstripe’ jerseys. I used this anniversary to conceptualize a new visual identity system that elevates the team’s appearance and reignite a passionate fanbase. The goal of this case study was to reimagine the team’s logos and supporting graphics while preserving the history and traditions of the brand. Logos of the past and present feel playful, dated and underwhelming. The primary goal when redesigning the logo was to create a mark that not only felt modern, but capitalized on the aggressive and intimidating side of ‘magic.’ The mark itself is flexible in nature, and can be adapted to a wide range of color combinations and remains legible in both large and small scale applications. A custom typeface was created that features rounded edges and curves that evoke a sense of movement and fluidness between letterforms. While the pinstripe pattern remains a core feature, stars play a larger role in graphics throughout, paying homage to both ‘magic’ and Central Florida’s ties with the space industry. A robust uniform set has been designed to feature home and away kits, as well as alternate jerseys that are used on special occasions. The Amway Center court design features dark tones and limited crowd lighting, creating a more theatrical feel in the arena. Apparel and environmental signage play a key aspect in creating a rich, robust brand experience for Orlando’s passionate fanbase.
