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Cardiff Devils Brand identity

Cardiff Devils

The Devil wears Prada…

  • Brand identity
  • Collateral
  • Environmental
  • Advertising
  • Brand guidelines
  • Website
  • Sport
Cardiff Devils

The Devil wears Prada…


Cardiff Devils are Wales’ most successful sporting team. With a loyal fanbase, new owners and a new home in Cardiff Bay in the offing, the Elite League ice hockey team required a new approach to their branding and marketing.

As appointed design partners since 2010, Limegreentangerine were initially asked to look at the brand language – producing an entirely new, coherent and fresh visual system, enabling the Devils to compete commercially in an ever more challenging climate.

Cardiff Devils branding

Big hitters

After an extensive planning and consultation phase with the Devils’ team, we introduced a comprehensive new graphic language that encompassed every touchpoint. The language, typography, image treatment and style, including the way in which Devils marketing materials spoke to fans through email marketing and print collateral, was completely overhauled. Only the existing Devils logo was saved.

Placing the Devils players at the forefront made them ‘heroes’ and the graphics more absorbing. The treatment brings texture, ruggedness and vividity, mirroring the sport’s physicality and velocity.

We created new sub-identities; ‘Red Army’ supporters club and shorthand ‘Devils’ marks (published in LogoNest 3) which translate through to tertiary branding layers. These elements and treatment gave us distinctive and usable tools to develop the brand and create meaningful dialogue with fans and sponsors.

The project encompassed a new website, environmental branding, advertising, collateral and brand guidelines.

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The level of expertise, skill, service and attention to detail we received was exemplary. At every stage of the development – from concept to delivery – our needs were listened to, delivered and usually exceeded. Listening to our requests and suggestions, we were beyond impressed with how proactive the team were in bringing to the table creative and practical ideas. They continue to manage the guardianship our brand with the upmost passion.

The Cardiff Devils have a strong identity, of which we are very proud. LGT handled it with care and respect; then they made it even better. We are now the brand other teams in the league follow. Paul Sullivan, Productions Manager
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