Curl Jam
A local recreational curling team based in Omaha, Nebraska. The team consists of four avid fans of the band Pearl Jam. 2020 was their first year competing, and they wanted a fun name to fit the recreational league. They chose the name Curl Jam because of their love for the band Pearl Jam, and the play on words.
The objective with this project was to create a graphic and brand elements for Curl Jam that had ties to the band Pearl Jam and the sport of curling.
LOGO
The main graphic of Curl Jam is inspired from the curling rings on the ice in curling and Pearl Jam tour buttons from the 1990s. A radial design was important to the team because they wanted to wear hockey jerseys while on the ice. I used the curling rings and stone to create a radial graphic. The negative space allowed me to place the team name and other elements on the graphic.
WORD MARK
The word mark with the team name on it would be a secondary to the logo. This mark can also be used on merchandise and still carry the same weight of the message that the original logo holds.
TYPEFACE
The primary typeface of Curl Jam is strong and powerful. I chose the display font, Lemon Milk, that stands out on any merchandise it is on. Even though this typeface is utilized in bold on the graphics, it is available in light, medium, and italics.
COLOR PALETTE
The color palette of Curl Jam is inspired by curling rings. In curling, the outer ring is blue and the inner is red. I added a black and cream to pull the color scheme together harmoniously. These colors are muted to give the brand more of an old school aesthetic to go with the Pearl Jam 1990s button theme.
MERCHANDISE
The items of merchandise for Curl Jam are sweatshirts, shirts, buttons, and face masks. Fans of the team are also able to represent their favorite local curling team with this merchandise. The Curl Jam team is a positive group that cares about others’ health, and their face masks show that.
CURL JAM SWEATSHIRT
CURL JAM BUTTON
CURL JAM WHITE SMILE MASK
CURL JAM T-SHIRT
CURL JAM BLACK SMILE MASK