Michigan tempo
CASE STUDY
Men’s Pro Volleyball Team
Michigan Tempo is a men’s pro volleyball team in the VLA league with ambitions to dominate the court and make their mark. Focused on creating a lasting impression, they set out to develop a brand identity that captures their unique rhythm, high energy, and dedication to the game.
DELIVERABLES
Logo Designs
Brand Visual Identity
CHALLENGE
To craft a logo that reflects Michigan Tempo’s agility, intensity, and tempo on the court. They needed a memorable brand to resonate with fans and become a proud symbol of the team’s competitive edge.
OUTCOME
The final, is a sleek abstract jackrabbit logo, supported by adaptable “MT” secondary marks and a vibrant palette of light blue, white, and orange. The new identity shines on jerseys, merchandise, and promotional materials, becoming a defining symbol of Michigan Tempo’s spirit.
Defining tempo visually
Logo options
Designing a logo around the abstract concept of “tempo” was a challenge. Inspired by volleyball tempo charts, which guide teams’ offensive rhythms, I aimed to capture the energy and quick transitions of the sport. I initially considered a custom logotype for the team name to mimic the fast-paced action, but we soon gravitated toward an animal symbol.
The jackrabbit, known for its agility, speed, and leaping, felt like a natural fit. After exploring various jackrabbit styles to blend playfulness with an edge, I presented three concepts. One particular design—a clean, abstract jackrabbit capturing movement in a sleek, modern way—stood out, though I wasn’t sure if they’d buy in.
Logo Versions
The team chose the clean modern jackrabbit design option, appreciating its clean lines and dynamic simplicity. The result was a strong, modern mark that struck the perfect balance between playfulness and power. A full design system around this concept was developed, including a primary logo and two secondary MT initial marks that could be used across various applications.
The Visual System
The colors of light blue, white, and a bright orange accent, were chosen bringing a fresh and energetic vibe. I helped the team select a bold font for numbers and the “Tempo” wordmark on jerseys, further solidifying the brand’s look.
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