Researcher(s)
- Lucia Marckioni, Visual Communications, University of Delaware
Faculty Mentor(s)
- Katie Leech, Visual Communications, University of Delaware
Abstract
In the highly competitive world of sports, a strong brand identity can significantly influence fan engagement and merchandise sales. This project explores the intricate role of graphic design in crafting the brand identities of National Hockey League (NHL) teams. By examining how these professional teams employ logos, color schemes, and typography to enhance their merchandising and fan loyalty, we can uncover valuable strategies applicable to collegiate sports programs, specifically the University of Delaware’s athletic program. This required varying levels of both background and primary research. First, to analyze the evolution and impact of graphic design on the branding efforts of NHL teams, highlighting the role of logos, color schemes that every team uses for their players’ uniforms and generally for the team’s identity., and typography of the team and players’ name is another important element in engaging fans and boosting merchandise sales. Second, apply the gleaned insights to propose actionable strategies for enhancing the University of Delaware’s athletic program brand identity. This research aims to provide the University of Delaware with a strategic blueprint for enhancing its athletic brand identity and contribute to broader academic discussions on the importance of graphic design in sports marketing. The anticipated outcomes include increased fan engagement, higher merchandise sales, and elevated brand recognition for the University’s athletic program, setting a precedent for integrating professional sports branding strategies into collegiate sports management, through a comprehensive study of NHL teams’ use of graphic design in brand identity and merchandising strategies.It represents an innovative approach to sports marketing and design, potentially significantly impacting both academic research and practical applications in sports branding. In the future I hope to continue the second step of this project, by researching and communicating with those in the industry. I want to be able to gain knowledge and another perspective of the process behind the key decisions being made to represent these teams.