Blair DFS

Branding

When the Blair brothers came to me with their business idea, it took a bit of research to wrap my head around the concept. They were delivering advice based on their own research, helping players to better invest in themselves through daily fantasy.

The obvious delivery is to reminisce with sports logos of the past but it limits the demographic reach, so a softer more human stroke was used while maintaining the scale of old retro jersey fonts.

The logotype falls second to the knight. Promising solidarity and structure in form but life and movement in contrast and variation. As a whole, the chess piece conceptually representing the chess piece that moves to protect your greatest assets.

Designing within in sports, a mark that would stand well regardless of its color variation was important.