Flamingo Park, the iconic urban oasis at the center of South Beach, wanted to update the image of their modernized and rebuilt Tennis Center. They wanted to reach out to a broad range of visitors, not just locals, and position the center as a “must-visit” destination for tourists who have an interest in playing tennis while on vacation.  The client provided one specific requirement –  there had to be a flamingo in the logo. The rebranding would be carried over through a range of collateral material, from signage to tennis gear.

Using the shape of a flamingo’s head to mimic the natural curving white lines of a tennis ball, we came up with a unique logo suited for this iconic facility.

We created a bright and sunny color palette by using floods of blues, greens, pinks and yellows to balance the sleek black lines of the design. This was paired with a contemporary sans serif font that also has some Mid Century Modern leanings (Neutra Face), a nod to the park’s Art Deco District location. We used this look to design a variety of items for the Center that included visors, hats, polo shirts, t-shirts, tote bags, sweatbands, and even a tennis racket, as well as the more typical brand collateral.
 
Project included:

• Logo design

• Supporting collateral, letterhead, business cards

• Retail signage

• Flags

• Tennis gear and apparel

• Brand book

• Website design

• Style guide