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AFL Philadelphia Soul Team Identity

When Jon Bon Jovi became team owner for an Arena Football League expansion team, he looked to our Gameplan team to develop the identity for the Philadelphia Soul. The Soul quickly became one of the league’s most successful and recognizable franchises while breaking AFL all-time team merchandise sales. We chose a unique color palette of graphite grey, sky blue and rich black, which gave the Soul a memorable team brand identity. Additionally, we created the Soul’s field graphics, stationery system, program covers, media guides and inaugural season “kick-off” elements.

Deliverables

Naming
Primary Logo
Secondary Logos
Uniform Design
Field Design
Corporate Collateral
Print Collateral

Philadelphia Soul Team Identity - Primary Logo

Philadelphia Soul Team Identity - Primary Logo

Philadelphia Soul Team Identity - Secondary Logo

Philadelphia Soul Team Identity - Secondary Logo

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Identity - Field Design, Uniform, Apparel

Philadelphia Soul Team Identity - Field Design, Uniform, Apparel

Philadelphia Soul Team Identity - Corporate Collateral - Business Cards

Philadelphia Soul Team Identity - Corporate Collateral - Business Cards

Philadelphia Soul Team Identity - Corporate Collateral - Business Cards, Letterheads, All Access Passes 

Philadelphia Soul Team Identity - Corporate Collateral - Business Cards, Letterheads, All Access Passes 

Philadelphia Soul Team Identity - Print Collateral

Philadelphia Soul Team Identity - Print Collateral

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform

Philadelphia Soul Team Uniform