Tampa 20 Style Guide
South Florida Athletics | March 2020 - July 2020
The Tampa 20 Style Guide is part two of a branding project that I took on in March of 2020. The final project resulted in the style guide as well as South Florida Athletic's first ever brand guidelines document.
Initially tasked with creating a more modern look and feel for the visual branding of the athletic department. Our external relations team realized a need for a two part plan that would improve brand recognition, establish visual consistency, set standards, and develop a new graphic style for the next three years.
Below are highlights from the final Tampa 20 Style Guide that is currently being utilized to achieve these goals.
The Process
As a part of an overall branding project the Tampa 20 Style Guide was created to introduce and set standards for a new look and feel for the South Florida athletic department.
Initial ideation began with the realization of a need for a consistent and modern brand identity. The project began with both internal and external research. With three potential visual identities (Tampa 20, The Stampede, and Havana Nights). Upon completion of these three identities, the decision was made to move forward with Tampa 20.
Below are samples from the other two initial style prepositions. Both consisting of a full concept with unique design elements based on different aspects of South Florida Athletic's Identity.
Tampa 20 was almost unanimously chosen to be our style for 2020 - 2023. It updated our current visual style without straying too far from our roots. With a focus on location, this style took influence from traditional 80's tropical design while remaining modern, clean, and versatile. Ideation, feedback, and usability were constantly being discussed throughout creation with the external relations staff to ensure that the final product would be as successful as possible.
As a one-person design team; I led discussions and research, created all design elements, ensured usability, presented to senior-level management for multiple rounds of approvals, developed the guidelines PDF, presented an introduction to athletic staff, outsourcers and vendors, and front any questions regarding visual branding.
Tampa 20 Samples
