Whether creating, reinventing or refreshing a team’s, facility’s, event’s or product’s identity, it pays dividends to invest time and effort in a systematic and objective approach. Shortcuts have paved the way to a mortuary of missed opportunities and costly mistakes.
Here is the process we used building the San Jose Sharks identity and what we learned about how to capitalize on the best practices of consumer-driven industries worldwide.
● Put someone in charge who has strong project management skills and experience managing the creative process . Then EVP Business Operations, I was assigned responsibility for developing the team name, logo, uniform design and colors by Art Savage, President & CEO.