RICHMOND RETRIEVERS

The Richmond Retrievers are a non-profit adaptive ice hockey club who's mission is to make hockey accessible to everyone. Within 8 months of volunteering, I was promoted to Director of Graphics and Media for the team. My first mission was to rebrand the team's visual identity in order to help boost awareness of their mission and entice parents to get their kids involved.

RETRIEVERS FIRST LOGO. DESIGN BY @SOWHATTEACUP1333

The team's original logo was digitally illustrated by a local artist in the Richmond area. But the issue was that the logo had way too much detail for print and web applications. To resolve the problem, we decided it needed to be simplified and adjusted for a wider range of usage.

When I started creating mockups, many different variations were done, some making reference to Richmond hockey past by paying homage to the old ECHL Renegades. But ultimately, we put them up to a vote and selected the two below. The new primary logo kept the original retriever head, but I cleaned it up and simplified some elements of the fur, eyes, and tongue. From there, I decided to stay traditional to hockey identities and placed the head inside a roundel, and added two dog bones on each side for balance. The last change was the font. The original logo used Droid Serif, but I went with Erbaum for a more serious, contemporary look.

In addition, I created the club's first secondary logo to be worn as a shoulder design. Very simply put it is a retriever shaped paw with a stylized 'RR' superimposed on the padding.

NEW PRIMARY LOGO

NEW SECONDARY LOGO

The final step was recreating the uniforms. As with the primary logo, I went with a classic striping pattern to complement the traditionalist design of the sweaters. The new uniforms were debuted at the team's first ever charity game in July 2023.

PHOTO: BRANDON O'NEILL

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