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Research

Brand Archetype

The brand archetype is the hero. As the highest-scoring hockey team in the ECHL, positioning this brand as the hero archetype is the best fit. The Enforcers symbolize strength, courage, and a relentless spirit. Leading their team to victory and inspiring each other to attain greatness is the goal.  As a hero archetype, the Enforcers will also inspire

fans to feel like they too can achieve great things. They sell quality merchandise that encourages the consumer to go for their goals and achieve great things while showcasing athletic individuals and top performers who embody the brand characteristics. The Enforcers will inspire many with their talent and use of brute force on the ice.

Onliness Statement

The benefits of the onliness statement are to differentiate the Enforcers from other local sporting teams and highlight the traditional style in which the Enforcers play hockey. The traditional hockey play style will appeal to fans of hockey who prefer less regulated play. The statement 

was crafted to remind fans of the Enforcers that they are a team of champions holding the highest winning percentage in ECHL history. Nostalgia taps directly into the emotions of viewers. Reminding the Las Vegas locals of the past success of the team is vital for filling the seats.

Tagline

The tagline was heavily inspired by the taglines of great companies such as Walt Disney's “The Happiest Place on Earth.” As well as Nike’s tagline “Just Do It.” (Clark-Keane, June 16, 2023). The Disney tagline not only represents the parks but also the experience that one can expect to have during a vacation there. The Nike tagline is succinct and simplistic. Mirroring the short and simplistic style of the Nike tagline, and the Disney tagline referencing the experience as well as its theme parks, The Hottest Team on the Ice was crafted for the Enforcers. The term ‘hottest’ in the tagline is used to not only represent who the Enforcers are but also where they come from. As a team whose hometown is the hot desert of Las Vegas, Nevada,

incorporating this term in the tagline was a way of bridging the gap between the city and the team. In addition to the heat that those who live in Las Vegas endure, the area is also known for its hot and sinful activities. The hottest portion of the tagline also speaks to the entertainment aspect of the Las Vegas area. The heat from the Enforcers is sinful in that they will brutalize any competitors who dare stand in their way. With the theme of the brand being fire guardians, the tagline needed to communicate that clearly and concisely. The Enforcers are the hottest team on the ice holding the highest winning percentage in the ECHL as well as six other ECHL records.

Color Palette

The color palette for the Enforcers was crafted to represent the flame portion of the fire guardian theme. The yellow is the center of the flame which then fades to a darker orange and finally, the orange fades to a vibrant red. In addition to representing fire elements the three colors were also chosen based on color psychology.

Yellow:

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The yellow color was selected not only to represent the center of the flames it was also chosen because it is associated with caution (Brackett, 2020). The brightness of the color signifies to the opposing teams that they should proceed with extreme care because the Enforcers are a dangerous team to compete against. Finally, yellow was selected to further separate the Enforcers hockey team from their competitors. Only five of the 28 hockey teams in the ECHL utilize yellow in their current color scheme. With only 17% of the teams in the league utilizing yellow in their brand identity selecting the bright primary color for the Enforcers will set them apart from the rest of the teams in the league (ECHL, n.d.).

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Though yellow worked well for the reasons above, there are also drawbacks associated with yellow. Most importantly, yellow outside of being associated with caution, can also be associated with sickness and cowardice. The opposite of the Enforcers who are able-bodied, courageous athletes. Additionally, yellow can be difficult to read and fatigues the eye more than any other color. (MasterClass, 2022) With this in mind, the yellow selected for the Enforcers is used minimally in the brand identity system as it was only selected to highlight the more dominant colors in the brand identity orange and red.

Orange:

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The orange was selected specifically because it perfectly balances the primary colors red and yellow. Not only does it represent the ombre hues of a flame it to can represent caution. Like yellow, the bright orange color is widely used to warn viewers of a dangerous situation. Construction workers, hazard signs, and now the Enforcers use orange to warn opponents of the danger that lies ahead. In addition to signifying danger, orange was also selected for its association with self-confidence, aggression, and pride (Kelly, 2019).

 

In addition to its association with caution, orange can also be used to represent negative aspects such as impatience, exhibitionism, and domination (Olsen, 2022). Though these associations may be considered negative, they pair well with the message conveyed by the Enforcers. The team is not shy so exhibiting their skills on the ice is the goal. They are hungry for victory and will win by any means therefore the association with domination is helpful here. Finally, the association with impatience was of no concern because most teams if not all desire to win championships quickly.

Red:

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Red was chosen because it is usually the first color that comes to mind when thinking of fire or heat. Red is used to communicate a multitude of things. In this case, red was chosen to represent fire, aggression, and strength, and to draw attention to the Enforcers. According to Adobe red in design should be used to draw attention to important elements.

 

Conversely, red can be used to convey embarrassment, love, and in Chinese culture luck (BrandCrowd, 2022). To combat these associations of love and embarrassment, the red is paired with orange and yellow to strengthen the connection between the representation of the heat of the flame.

Logo Symbol

The Enforcers needed a mascot to represent them and invoke fear in the hearts of all who dared set foot on the ice to play against them. Not only are dragons mythical creatures of the past, but in Middle Eastern and Christian cultures, the dragon is closely associated with evil and sin (The Editors of Encyclopædia Britannica, 2023). Las Vegas, Nevada is known as the city of sin, selecting a

dragon also connects the fan to the city. Dragons are also largely represented in literature and film as creatures of great strength and power. According to Oxford Reference, dragons typically breathe fire. The addition of the dragon to the identity system fits well with the theme of fire guardians. Monty, the team dragon is the creator of the flames and the heart of the team.

Type Selection

The fonts selected for use in the branding system for The Enforcers are Panther Black and Embury text. Panther black was selected because it is a unique display font that is bold and dynamic. The bold type paired with the intimidating dragon works well to represent The Enforcers. The combination of these two elements in the logo communicates that the hockey team is strong, intimidating and a force to be reckoned with. Embury text was selected because it is simple in comparison to Panther Black. It is legible and would not draw attention away from the bolder display font which was chosen to draw attention and showcase the personality of the brand.  Fonts can be used to convey meaning to the target audience about the brand (LinkedIn, 2023). Panther Black was not only selected because of its unique characteristics but also to tell the story of the Enforcers. Adding custom elements to the font such as the team dragon emerging triumphant from behind the letters, and the hockey player scoring a goal, the font now illustrates the story of the Enforcers. A tale of battle, victory, and triumph.

References

  1. Brackett, E. (2020, January 14). Color theory: Yellow as a branding color. Branding Compass. https://brandingcompass.com/branding/color-theory-yellow-as-a-branding-color/  

  2. BrandCrowd. (2022, September 13). The color red: Meaning & psychology. BrandCrowd blog. https://www.brandcrowd.com/blog/the-color-red-meaning-psychology/

  3. Clark-Keane, C. (2023, June 16). 21 unforgettable advertising slogans (with Takeaway Tips!) - wordstream. Word Stream. https://www.wordstream.com/blog/ws/2021/09/21/advertising-slogans

  4. Kelly, D. (2019, February 6). The psychology of color - orange. Medium. https://medium.com/@davidkellyuph/the-psychology-of-color-orange-5d4c2c513cfe

  5. MasterClass. (2022, August 3). Yellow color meaning: Symbolism of the color yellow - 2023. https://www.masterclass.com/articles/yellow-color-meaning

  6. Olsen, J. (2022, December 5). Orange color meaning: The color orange symbolizes enthusiasm and emotion. Color Meanings. https://www.color-meanings.com/orange-color-meaning-the-color-orange/

  7. Team directory. ECHL. (n.d.). https://www.echl.com/en/pages/team-directory

  8. The Editors of Encyclopædia Britannica. (2023, June 28). Dragon Mythical Creature. Encyclopædia Britannica. https://www.britannica.com/topic/dragon-mythological-creature

  9. The meaning of red in graphic design - adobe. (n.d.). https://www.adobe.com/creativecloud/design/hub/guides/meaning-of-red-in-design.html

  10. What is an enforcer in hockey – hockey enforcers 101. Big Shot Hockey. (n.d.). https://bshockey.com/hockey-enforcer/

  11. www.linkedin.com. (2023, September 1). How do fonts influence the perception and emotion of a brand’s message? How Fonts Shape Your Brand’s Message and Emotion. https://www.linkedin.com/advice/0/how-do-fonts-influence-perception-emotion-brands-message

Media Design MFA

Stephanie L. Cohen

© 2023 by Stephanie L. Cohen

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