Oakland Roots is a professional soccer team set to launch in late 2018. The team aims to fill the void of the city losing the major sports presence of both the Raiders and the Warriors. I had the opportunity to develop initial concepts and directions for the team’s branding.
My proposal was to build an identity that embodied the avant-garde, edgy, boundary-pushing, culture of Oakland. For the logotype, I chose a typeface that was bold and had character. The design for the crest is inspired by the root system of an Oak Tree.