College - Author 1

College of Liberal Arts

Department - Author 1

Graphic Communication Department

Degree Name - Author 1

BS in Graphic Communication



Primary Advisor

Hocheol Yang, College of Liberal Arts, Graphic Communication Department


When thinking of iconic soccer teams or brands, what comes to mind? Maybe you think of Barcelona, Chelsea, or Manchester United. Whatever the case may be, what these teams have in common is a strong brand identity. Building a strong brand identity is an important aspect of any soccer organization. It can attract sponsors, develop an emotional connection with fans and other stakeholders, support the association’s strategic objectives, and even reduce marketing costs (Kucheriavyi 2019; Essec). The benefits of having a strong brand enable a club to have more time and money to put into other investments like players and coaches. Essentially, a brand, if done right, is woven into the very DNA of that soccer organization. Drawing from research on design, branding, and identity, for this project, I will redesign a cohesive and iconic brand specifically for Cal Poly Men’s Soccer Club.