College - Author 1
College of Liberal Arts
Department - Author 1
Graphic Communication Department
Degree Name - Author 1
BS in Graphic Communication
Date
3-2026
Primary Advisor
Hocheol Yang, College of Liberal Arts, Graphic Communication Department
Abstract/Summary
Valencia CF is a historic soccer club with a highly recognizable crest, and this project focuses on modernizing that identity while preserving its core elements. Rather than creating a full rebrand, the project follows an identity evolution approach, refining the crest to improve clarity and adaptability across digital and physical applications. Guided by research in brand identity, social identity, and visual perception, the redesign focuses on four key elements: the bat, crest shape, typography, and soccer ball. Each component was simplified through iterative sketching and critique-based refinement to improve readability and consistency while maintaining recognizability. The final design demonstrates how sports logos can evolve through refinement, balancing tradition with contemporary design needs, and creating a more effective and adaptable visual system.
URL: https://digitalcommons.calpoly.edu/grcsp/328