Lexington B.T.S.- Pt.2

As you may know, most sports identities are made up of 4 basic types of logos. Primary(Full logo, text, storytelling elements, city name, usually for letterhead, rarely used for merchandising.), Wordmarks (City name, team name used for jersey and merchandise), Cap marks (You know, for caps.), Sleeve patch (Worn on the jersey sleeve, usually the place for deep-cut story-telling elements). So when we start to narrow down the direction of an identity, we know we have to fill those different logo slots. Everything in the top group is an exploration of Primary and Word marks.
Everything in this group is meant as an exploration of Cap and Sleeve Marks.
Tomorrow we’ll show you the final family of marks, Thursday we’ll show you the hat (deep cut logo, promise!).

Lexington B.T.S.- Pt.1

So once again we take you behind-the-scenes as we chew our way towards a final identity. The Lexington Legends are the Class A affiliate of the Kansas City Royals. We gave this team a new look a few years ago and it turned out to be one of our most iconic. Lexington is known for it’s gently rolling hills filled with blue grass and slate fences. And of course, its known for it’s horses and thoroughbreds.


I know that some of these have been seen before, but there’s a newbie or 2 in there. More sketches tomorrow and the next day. At the end of the week, we’ll release a hat with a logo from the logo family that has never graced the crown of a hat.

Reading Fightins Ostrich – B.T.S. Pt. 3

Here’s the final ostrich in all her glory. Fun Fact: Even though it’s been a resounding success, we still get hate mail to this day for this project. For changing the name of the team, for bringing a silly animal like an ostrich into a respectable community, for being money hungry maniacs without moral compass (confusing). Guess can’t please everyone. Tomorrow, we’ll show you the hat. It features a version of this logo that has never before graced the front of a hat.