Intro

Dean College Bulldogs

Athletics Rebrand

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Dean College

Looking to refresh the face of their athletics department, Dean College approached me with the goal of developing a bespoke bulldog mark to embody the spirit and resolve of Boomer, their school mascot.  Inspired by the iconic statue of Boomer the Bulldog, located on their campus, the new mark represents a cleaner and more distilled rendering of the bulldog form while capturing the determined and tenacious attitude of the athletes it represents.  

Core to the design process was accentuating the key features of Boomer in order to give Dean a unique and custom crafted totem that their athletes and student body can own and rally around.

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Discipline / Category

Identity Design

Mascot Design

Illustration

Defining Direction

Beginning with a brand audit, leadership identified the anchors of Dean Athletics and elements that were a priority to preserve in their refreshed mascot. Landing on the Slab-Serif 'D' and a determined expression as key features to be maintained, we then evaluated the sculpture of Boomer on campus for extra guidance on the pose and anatomy.

Defining Direction

Beginning with a brand audit, leadership identified the anchors of Dean Athletics and elements that were a priority to preserve in their refreshed mascot. Landing on the Slab-Serif 'D' and a determined expression as key features to be maintained, we then evaluated the sculpture of Boomer on campus for extra guidance on the pose and anatomy.

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Able to scale from a flat-brim to playing surface, the simplicity of the new Boomer highlights his key features while eliminating unnecessary detail.

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Thanks to Chelsea and the team at Dean for the opportunity to partner on this project, their guidance, clear direction, and willingness to let me take the creative lead. Check out the link in the intro notes to see more of the Bulldogs in action!

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