Destiny had a new vision for Vegas Golden Knights logo and its future as the Franchise’s new owner, Bill Foley, paid $500 million to the NHL for the Vegas team. The most important part was coming up with a new branding strategy which included a new name, logo and colors. The Adidas design director knew that creating a brand for a team that doesn’t exist, and with a small window will be a huge task. They need to ensure that a fan following will be created with Vegas Golden Knights logo to resonate with its fan. As we know sports following is the most important aspect as it brings in more sponsors and funds into the side.
Foley wanted to associate the team’s name and logo with his time and service in the U.S Army, especially wanting to call the team black knights as it’s the same name the army uses for its sports team. It’s an important move from the team’s owner’s point of you as the people of Vegas are patriotic and will associate the name with the army resulting in enhanced fan following.
The other aspect Foley wanted to ensure was that the team resonates with the people of Vegas. Keeping in mind the thought of sacrifice and courage, they came up with the knights as it represents strength and willingness. The logo is crucial as the owner wants the team’s competitors and its fan to believe that they will keep fighting till they win.
The colors of the logo and brand were selected strategically as they wanted to push for the notion of Vegas and courage. The correlation has to be the same between the color and design in order to maintain consistency with the message being conveyed.