Conceptual designs for the new soccer team in the "core" of NC: Carolina Core FC.
Full transparency: this work was client-facing, although the relationship with the agency I was working for was ended before this work was finalized.
The creative brief challenged us to create a logo around the idea of a tree, given NC has such a lush and green landscape. Seeking to create a unique symbol based on one of the most identifiable shapes in the world while incorporating something as non-descript as clay was a challenge of creativity. This concept features abstract treetops with a sense of motion angled over an arching horizon with layers of clay radiating out from an implied core.
With trees reaching/pointing upwards, this line-based concept was built around the idea of growth and progress.
One of the main tenets of the organization is to bring the very diverse area together through the spirit of sport. This logo concept represents the idea of growing together with a group of minimalistic trees reaching upward with the branches stylized as arrows to reinforce the idea of growth from a shared ground.
The branches of this tree concept arch upwards optimistically, while the trunk roots down to suggest a strong & grounded nature. The potential here is to tell a brand story around community strength drawn from our shared foundation. A subtle shield shape takes inspiration from legacy soccer iconography while wrapping around the tree to make the element feel more whole.