Overview

The Twin City Thunderbirds launched an open design contest to develop an alternative logo that would honor their original mascot while aligning with the team’s new primary identity. The goal was not to replace the past, but to evolve it. The new mark needed to preserve the character and recognition of the original Thunderbird while feeling modern, refined, and cohesive within the updated brand system.

My approach focused on rebuilding the mascot with greater clarity, strength, and intention. Every detail was carefully considered to maintain the spirit of the original bird while elevating its execution to match the professionalism of the team’s current identity.

The final design was selected through a public fan vote, making it a logo chosen not only for its design, but for its connection to the community and the legacy it represents.

• Created a modern alternative logo rooted in the original mascot

• Preserved legacy elements to maintain fan recognition

• Designed a mark that aligns with the new primary identity

• Selected as the winning design through fan voting

Challenge and Results

The primary challenge was evolving a legacy symbol without losing its meaning. The original Thunderbird carried years of history and emotional connection, but it needed refinement to stand alongside the team’s new primary logo.

We focused on modernizing the structure, improving balance and detail, and integrating visual references that connect directly to the current brand. Subtle elements were introduced to create continuity between the past and present, allowing the logo to feel familiar while clearly moving forward.

After being released to the public as part of the contest, the design was voted on and chosen by the fans. This outcome reinforced that the logo successfully captured both the legacy and future of the team.

• Won fan vote in official team design contest

• Strengthened the connection between legacy and modern identity

• Created a versatile mark for jerseys, merchandise, and promotions

• Reinforced brand continuity across the organization

The result is an alternative logo that belongs to both the team and its supporters, honoring the original Thunderbird while giving it new life for the next generation.