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
For my senior project, I plan to focus on redesigning the Los Angeles Laker basketball team visual image. This project will include the creation of new jersey styles and a complete redesign of the team’s home court to capture audience attention and enhance the in-arena experience. My goal is to increase fan engagement and strengthen their connection to the professional basketball industry.
In addition to the uniforms and court design, I will develop a cohesive brand identity system that reflects the team’s history, culture, and community influence. This will include updating the team’s logo, color palette, typography, and secondary graphics to ensure consistency across all platforms, including social media, merchandise, and promotional materials. I will conduct research on current design trends in professional sports branding and analyze successful NBA rebrands to understand what elements resonate most with fans.
The project will also consider the psychological impact of color, layout, and visual storytelling in sports environments. By integrating modern design principles with the team’s unique identity, I aim to create a bold yet meaningful transformation that appeals to both long-time supporters and new audiences. Ultimately, this redesign will demonstrate how strategic visual branding can elevate a team’s presence, boost merchandise sales, and create a more immersive and memorable fan experience.
URL: https://digitalcommons.calpoly.edu/grcsp/329