TEAM SWEETNESS

Esports Team Branding 

Animated Logo
Branding system
Motion design/animations
Social 

Model:
Jordan Wolf

Salute 2022 Graphic Design: Identity, Merit Award

Team Sweetness is an all-women esports team and lifestyle brand. I created the concept for the team with the idea that feminine doesn’t equal pink and fluffy.

The logo for the brand is a modular heart + chevron combination. While I wanted to stay away from hyper-feminine imagery, I didn’t want to completely dismiss idea. The gender of the players isn’t the only important part of the brand, but it is a significant part of the team’s mission, therefore the heart is an abstract geometric shape. The femininity is subtle. 

Team Sweetness is all about creating a well-respected place for women within e-sports.

A challenge of working with esports team design is that all of the content lives in a virtual space, meaning that I had to brainstorm how to include texture and interesting visuals without overwhelming the casual observer.

This led to lots of exciting motion, generated noise texture, and a few logo-as-image moments.