Branding, Logo Design, Website
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.
Supporting collateral, letterhead, business cards
Tennis gear and apparel