Couguars - image 1 - student project

Couguars - image 2 - student project

Couguars

Established in 2002, the francophone secondary school named "La Rose Sauvage"[French for The Wild Rose] is located in Calgary, Alberta. My three boys are attending this school and their sport's team is called "Couguars". The coaches, staff and the direction are doing a remarkable job and I wanted to get involved in helping them to raise awareness and create a greater sense of belonging for the student-athletes.

The first step was to acquire knowledge around branding, marketing and design, with an eye toward helping participating the school forge, refine and promote an identity reflecting their history, traditions, and aspirations.

My role working with LRS is to facilitate the development of a unified, effective and dynamic identity.

Couguars - image 3 - student project

Couguars - image 4 - student project

Former logo made by a student at "La Rose Sauvage"

Couguars - image 5 - student project

Couguars - image 6 - student project

Research – visual references used to develop the "Couguars" brand

Couguars - image 7 - student project

1. iStockphoto - copyright: Dirk Freder 2. Copyright: Simon Rimmington Fine Art Photography 3. Copyright: E.J. Peiker Photography 4. Corbis - copyright: Doug Berry 5. Copyright: Art G. 6. Copyright: www.startribune.com

Couguars - image 8 - student project

The cougar is Canada's most elusive and largest wild cat. Cougars are also known as mountain cats and also pumas. The cougar's coat is made of sandy-brown to reddish-brown, or greyish to dark brown colours and it helps him to blend in with its environment. The realistic colour palette [earth tone] represents its natural camouflage and wasn't an option to consider because we wanted a bright, colourful and dynamic solution to represent the energy of the team.

Couguars - image 9 - student project

Colour composition – to better understand the colour composition of an image, simply reduce the resolution drastically [example above is 40 x 30 px.]

Couguars - image 10 - student project

Couguars - image 11 - student project

The solution I found was to use classic, yet very official and dynamic colours, blue, white and red. Interestingly, these colours are the colours of the French flag, so they represent well the francophony.

Couguars - image 12 - student project

Primary colour palette

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Couguars - image 14 - student project

Secondary colour palette

Couguars - image 15 - student project

Couguars - image 16 - student project

Couguars - image 17 - student project

Couguars - image 18 - student project

Crest – symmetrical grid system developed to build the symmetric crest

Couguars - image 19 - student project

Couguars - image 20 - student project

1. Couguars – right profile symbol [primary mark]

Couguars - image 21 - student project

Couguars - image 22 - student project

2. Couguars – front symbol

Couguars - image 23 - student project

Couguars - image 24 - student project

3. Couguars – silhouette

Couguars - image 25 - student project

Couguars - image 26 - student project

Couguars - image 27 - student project

Couguars - image 28 - student project

Wordmark – development of a custom typeface for the Cougars' wordmark that reflects their dynamism

Couguars - image 29 - student project

Couguars - image 30 - student project

Numbers – development of custom numerals inspired from the numbers of the Lamborghini LP700 [Aventador] odometer

Couguars - image 31 - student project

Couguars - image 32 - student project

Applications

Here is a selection of elements that have been created during the brand design and development phase to help the client to visualise the brand in action.

Couguars - image 33 - student project

Polo t-shirt concept

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Couguars - image 35 - student project

Team t-shirts – creation of six icons to illustrate and differentiate the sports

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Couguars - image 37 - student project

Team t-shirts – volleyball

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Couguars - image 39 - student project

Team t-shirts – track & field + basketball

Couguars - image 40 - student project

Couguars - image 41 - student project

Minibus concept [Ford econoline wagon e150 xlt] – lettering

Couguars - image 42 - student project

Gym Murale

With the help of my three boys I painted the murale in the LRS gymnasium. The blue rectangle in the middle on the artwork below represents the safety mat no.1 [12ft.x6ft.].

Couguars - image 43 - student project

Couguars - image 44 - student project

Gym Murale [700in. x 100in.] – I used a projector to trace the wordmark and the crest and masking tape to isolate the blue elements of the wordmark and the stripes. The key elements were traced with the Letraset Tria Markers from the Pantone collection.

Couguars - image 45 - student project

Couguars - image 46 - student project

Gym Murale – selection of close-ups

Couguars - image 47 - student project

Couguars - image 48 - student project

Gym Murale – two safety mats will be installed in the middle of the front and back walls

Couguars - image 49 - student project

Couguars - image 50 - student project

Gym safety mat no.2 – [144in. x 72.]

Couguars - image 51 - student project

Couguars - image 52 - student project

Couguars - image 53 - student project

Please comment and offer any feedback!

Couguars - image 54 - student project

Couguars - image 55 - student project

Patrick Breton, CGD

Senior Designer // Art Director

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