DICKS SPORTING GOODS
BRANDING AND COLLATERAL
OVERVIEW
DICK’S Sporting Goods is a sporting goods retailer offering an extensive assortment of high-quality sports equipment, apparel, footwear, and accessories. In addition, Dicks offers their products through a content-rich eCommerce platform that is integrated within its store network and provides customers with the convenience and expertise of a 24-hour storefront. I found their branding was outdated which took away from the level of products and services they provide. Their customer experience could also benefit from a simplified and personal approach to build a deeper relationship with their target consumer.
SOLUTION
The goal of the rebrand is to provide a simple, modern aesthetic to the brand. Bringing them into our current time. The use of hand-done typography paired with simple sans serif typefaces will portray a modern yet inviting image that will drive the consumer to their store. This rebrand also stands apart from the competitors who have fairly outdated branding. Simplifying the user experience will help make their huge inventory easier to digest. Dicks Sporting Goods has the potential to build a loyal relationship with the youth sports community, and provide the resources for the next generation to succeed. I believe that an emotional connection with the customer is priceless.
LOGO AND SYMBOL
SOLUTION
I created a wordmark and symbol for the new brand identity. Both were meant to bring a timeless aesthetic to the brand. This direction modernized their current logo which felt outdated and busy. For the wordmark, I went with a custom italicized sans serif typestyle and paired it with a simple sans serif typeface. This led to a simple, yet dynamic mark, that worked at a variety of scales. For the symbol, the goal was to design a form that summarized all of what Dicks Sporting Goods had to offer. I accomplished this by creating an abstract running figure that gave the impression of motion.
