Logo Design & Branding

Scope of Work

Logo Design, Brand Identity, Merchandise Application

Project Overview

Mite D Men’s League Hockey is an adult recreational team built around friendship, humor, and off-the-record competition. The team name itself—“Mite D”—is a playful nod to the lowest tier of youth hockey, proudly embracing the team’s identity as more fun than fierce. The goal for this branding project was to design a logo and visual system that captured their irreverent spirit, beer-league bravado, and the legendary post-game culture that defines the team.

Creative Inspiration

The brand’s tone and aesthetic were inspired by “Shark’s Blood Light”, a craft beer invented by team members and “brewed” by Winch & Pulley—a beer. It became the team’s unofficial mascot. The idea was to channel that over-the-top, blue-collar energy into a brand that looked like it belonged on a hockey jersey, a beer can, or the side of a cooler in the parking lot.

Design Approach

Concept Sketching & Exploration

Early concepts leaned into vintage sports crests, tongue-in-cheek mascots, and beer label aesthetics to reflect the team’s combination of grit and goof.

Logo Development

Designed a bold, badge-style logo featuring clean lines, angular athletic typography, and a personality that says, “we take the hangout seriously, not the scoreboard.”

Color Palette & Typography

Used a palette inspired by classic hockey kits with a twist of beer-can boldness, and custom typography that worked across jerseys, hats, pucks, and koozies.

Merch & Brand Application

The finalized brand system was applied to team apparel, social media, stickers, and parking lot gear—with special attention to items that would shine after the game just as much as during it.

Outcome

The final identity is a badge of belonging—funny, functional, and full of attitude. It’s a visual reflection of the team’s ethos: play hard, laugh harder, and don’t forget the cooler. By blending beer lore, inside jokes, and shared history, the Mite D brand became more than a logo—it became a symbol of the league’s most important stat: good times per game.