Primary emblem
As an endeavor to practice logo and brand design, I worked with the Derby Dames league president to understand the brand identity for the roller derby team based in Charlottesville, VA. The existing logo was she felt needed a refresh so that the team name could be more visible on the rink and could become more recognizable as they begin to rise in ranks in the roller derby league.
The team was humbly founded in a city with rich historical background with connections to the establishment of the U.S. Their mission is to provide an alternative form of fitness and entertainment to the people of Charlottesville and its surrounding counties, inviting ladies of all ages, skills, and backgrounds to be included. They regularly hold fundraisers for local charities and pride themselves in volunteering in community events.
Something that the league president wanted to keep within the Derby Dames logo was a reference to Blue Moon Diner, a sponsor that gave way to their humble beginnings. She did want ultimately to capture the team's competitive spirit within the logo as well.
The approach I took to the design focused on legibility with strong outlines and simplicity to be read and recognized when the logo is seen on the rink. I began with separate elements: a derby dame, a moon, and strong type mark. The derby dame features a profile of a woman in a tricorn hat as an association with the city's historical background; her determination signaled by her eyebrows and soft smile. Her hair flies behind her, giving her wind and a sense of competitiveness. Her teal lipstick and eye black allude to the team's spunk and sass. I could separate the elements as individual pieces that can hold on their own.
I also provided a logo for their junior division which is a more playful approach to the primary emblem, using similar elements.
Ultimately the Derby Dames decided to keep their old logo.
Secondary logos
Junior division emblem