UTKA Ultimate Rebrand – Case Study
In 2022, UTKA Ultimate wanted to rebrand their frisbee association. After having a lion as their mascot for nearly ten years, they wanted to rebrand themselves as more friendly ducks. While maintaining certain aspects of their previous identity, I reworked their branding to be more unique and coherent.
Previous logo, featuring a lion.
New logo, maintaining the hand-drawn look of the lion.
The rebranding included new designs for sporting gear, logos, discs, the website, and a few promotional videos.
Logo and gear
Early sketch for the new logo.
As a similar style and colors were used, the older players were able to maintain their gear with lions. That way, a smooth transition to the new brand was ensured.
There had been several uncoordinated redesigns of gear and discs, resulting in a messy identity. Although the association did not want to ban these earlier designs, they were in need of a clear and distinct brand that fitted their friendly community of students.
Variant of the logo on a sticker.
Old and new shirt design.
Escher pattern
Additionally to reworking the gear, I also designed a pattern inspired by the print Dag en nacht by Escher. This duck pattern is used for internal communication between members and committees, but also appears on longsleeves, trackpants and sleeves.
‘Dag en nacht’ by Escher.
UTKA player wearing the Escher-inspired longsleeve.
Sleeve with the duck pattern.
Social media and website
As UTKA depends on getting new members each semester, I made multiple videos and posts promoting the beginners courses that the student association provides. These posts convey the spirit of UTKA that does not only play high-intensity ultimate frisbee, but also have many social activities.
The website (utka-ultimate.nl) was completely reworked to cater to new frisbee players as well as existing UTKA members.
‘How to play frisbee’ on the new website.
The total rebranding was received very well by the members of the frisbee association. The new gear has had multiple reorders, also from non-members. The website and posts have improved the experience of newcomers to the sport, as the association is now also better recognizable online.
