I
PROJECT
PROJECT
OVERVIEW
The Utah Hive is a sports branding project for the newest franchise in the National Hockey League. The 'Hive' is a nod to the Beehive State, Utah. The beehive isn't named for the vast number of bees in Utah, but rather for its religious and historical symbolism. The Beehive represents industry, perseverance, thrift, and the pioneer virtues valued by the early settlers of Utah. It's a symbol with deep historical and cultural significance in many ancient societies, representing industry, organization, and community.
The goal of the Utah Hive brand identity is to encompass the symbolism seen throughout the state with the use of pattern and unity to create a powerful aesthetic that resonates with the fanbase as well as the team it represents. The hexagon is a prevalent figure seen in the identity as it is a symbol of strength and stability in design due to its inherent structural integrity. Additionally, the hexagons flexibility allows for the creation of patterns and dynamic arrangements, making it a powerful and visually compelling element in the brand. This versatility strengthens the foundation of the Hive.
This project has been forming over the past four months, and with the recent confirmation of the Arizona Coyotes moving their franchise to Salt Lake City under the ownership of Ryan & Ashley Smith - owners of the Utah Jazz - there's no better time to give fans of the National Hockey League a taste of what could be. The Utah Hive is designed for the state of Utah, an amazing sports market where hockey will surely thrive under a great ownership group.
Building the Hive was an experience that will always be important to me as a designer, highlighting the progress I made throughout my time as a student at the University of Minnesota. Go Hive go!
PHASES
II
Application
Creative Direction
"Join the Swarm" Marketing
Uniform Design
Social Media
III
Brand
Logo Anatomy
Logo Application
Typography
Color Palette
IV
Process
Concept Sketches
Digital mockups
Ideation
Brand Evolution
II
INTRODUCING THE NHL'S
INTRODUCING THE NHL'S
INTRODUCING THE NHL'S
NEWEST FRANCHISE
NEWEST FRANCHISE
NEWEST FRANCHISE
CREATED BY MATT ORR
JOIN THE SWARM
"Join The Swarm" is the marketing slogan designed for the Utah Hive's inaugural season. Designed for the Utah market to drive season ticket sales by inviting fans to become an integral part of the Utah Hive's journey, by joining the swarm.
JERSEY DESIGN
Embracing the hexagonal motif, the Utah Hive's uniform design exudes boldness and dynamism, blending tradition with innovation. The incorporation of hexagonal patterns not only adds a modern flair but also symbolizes the team's resilience and unity, creating a visually striking uniform design that commands attention on the ice and embodies the spirit of the Beehive State.
APPLICATION
The application of the Utah Hive brand offers a glimpse into its seamless integration within the NHL landscape and across various merchandise. By meticulously blending vibrant color palettes and geometric designs, the brand harmonizes with the essence of the National Hockey League, making the Hive unmistakeable on and off the ice.
SOCIAL MEDIA
A further extension of the Utah Hive identity, showcases the social media strategy of the Hive. Using commanding visuals and textures to standout from the competition. Designed to resonate with the people of Utah and Salt Lake City, embracing the landscape and symbolism throughout the state
III
BRAND
BRAND
LOGO ANATOMY
A bold and dynamic mark, characterizing the harmony of the Beehive state while simultaneously paying homage
to the salt flats of Utah.
The signature 'H' utilizes the hexagonal shape, resulting in a dynamic mark that truly embodies the essence of the Hive
The pointed serifs of the 'H' pay homage to the stinger of a bee, accentuating the
logo's vigor and vitality
The emblem's border forms a mountainous silhouette, inspired by Utah's Salt Flats. It adds depth and grandeur, honoring the state's unique landscape
The hexagonal shape of the emblem not only pays homage to the traditional beehive but also infuses the logo with distinctive character and
visual appeal.
The honeycomb shape is not only the cornerstone but also the heart of the Utah Hive brand, symbolizing the resilience and industrious spirit of its people.
LOGO APPLICATION
Primary on light
Primary outline on light
Secondary on light
Secondary outline on light
Primary on dark
Primary on light
Primary outline on dark
Primary outline on light
Secondary on dark
Secondary outline on dark
Secondary on light
Secondary outline on light
TYPOGRAPHY
HEADER
SUBHEADER
BOdy
Regular + Bold
Regular + Demi
BOURBON
RIFT ITALIC
Poppins
COLORS
35%
MAIN
HONEY GOLD
HEX -
RGB -
CMYK -
PANTONE -
F8BD15
248, 189, 21
2, 26, 100, 0
13-0752 TPX
35%
MAIN
BEEHIVE BROWN
HEX -
RGB -
CMYK -
PANTONE -
3E2112
62, 33, 18
49, 73, 82, 69
4975 C
20%
SECONDARY
SUNBURST ORANGE
HEX -
RGB -
CMYK -
PANTONE -
F39A1F
243, 154, 31
2, 46, 100, 0
1375 C
10%
SECONDARY
SANDSTONE SILVER
5% Black
IV
PROCESS
PROCESS
LOGO SKETCHES
When the process started in creating a logo for what was determined to be the Utah Hive, it was clear to me that I wanted to create a mark/emblem that was very versatile and fit the NHL landscape in terms of logo & brand design. Having a logo that was easy to apply to a wide variety of mediums with room for versatility was important.
The idea of creating a main "H" mark that meshed into a final emblem allowed for many different applications of the logo and for more creativity in the brands story & message. The ability to incorporate the beehive symbolism was key in the early design of the brand.
DIGITAL VARIATIONS
There were 3 important elements that I thought of as 'must haves', a versatile "H" mark, the implication of a beehive/bees, and an homage to the landscape of Utah (Salt Flats). In a step-by-step process, these measures slowly began to be achieved.
After determining the direction of the Hive's Identity, dozens of digital renditions were made of the emblem on the way to get a refined look into the logo. This process allowed me to visualize what worked and what didn't, and kept the mental wheels turning. The "H" went through over 50 changes - small and large - to get to the final polished version, and many variations of the emblem were tested to reach the final logo for the Utah Hive
MATT ORR
Thank you for viewing my senior capstone project! Creating the Utah Hive was a great learning experience for me as a designer and as a person in general. Many hours were spent throughout the last year researching and building what eventually became the Utah Hive. Beginning in the Fall of 2023 with a thesis & research course, where I studied the process of rebranding and brand re-alignment in sports through various studies and journals, outlining what works and what doesn't. This gave me the confidence to take on a project as large as the Utah Hive.
Next, in the Spring of 2024 in the senior exhibition course, where I defined my project and brought it to life on the biggest scale. This is when the Utah Hive began. In February there was some buzz that Utah could be the home of the next NHL team and that's when most of the work began in the creation of the in-depth brand identity for the Utah Hive.
This was a project that I felt very passionate about and spending countless hours felt routine throughout the process. I am happy to have reached my goal of creating a final project that I can be proud of when looking back at my time at the University of Minnesota!
Go Hive Go!
