Branding, Jersey, Environmental, Social Media
A conceptual team apart of the NBA's expansion series in the city of Montreal
Montreal Sentinels is the newest addition of the NBA Eastern Conference expansion. The team appeals to basketball fans in Montreal, Canada. The creation of this organization exist for people who is looking forward to be a part of a basketball culture. A culture that embraces its history, its die hard fanbase, and its passionate basketball community. Sentinels’ ultimate goal is to provide an electrifying experience through basketball’s top tier athletes and teams.
Housing 3.5 million residents, Montreal is one of NBA’s sought after cities. It was an appealing choice due to the city’s location in Quebec and the city’s multiculture market. Ultimately, the Sentinel’s core design inspiration stems from Old Montreal (Notre Dame Basilica) and Montreal’s flag (Coat of Arm).
Sentinel’s typographyic system envelopes it’s modern and historical background. The use of bold and gothic type amplifies the Sentinel’s brand voice. Resulting in a combination of tall and condense type found in “Greatwoods” and “Rajdhani”.
Black, Blue, and White. The bold color palette is inspired by the French Flag. Blue representing Nobility and White representing Loyalty. A homage to to the French speaking city of Montreal. Additionaly, the gold in the extended color way symbolizes the white pine in the Montreal Flag, translating to the unification of the four nations.
The blue, black, and white color play an integral role in the Sentinels culture. It was an important homage to French-speaking city of Montreal. This set also includes the City Edition Jersey which features a new circular logo inspired by stained glass windows in cathedral churches and the color yellow that represents unification in the Coat of Arms of Montreal.
Montreal’s social media direction utilizes a modern interpretation of the gothic style. This in between style ensures a balance between the Montreal personality and current NBA team’s design style.
Location: Philadelphia, Pennsylvania
© Raphael Worotikan 2022