AHL Team Identity

The San Jose Sharks signed a multi-year presenting sponsorship with Barracuda Networks to be its AHL team's presenting sponsor. I lead most design projects like logo modifications, guide, and delivering final assets. It was nice to see the work in a video game, and to receive a personalized jersey.

My focus

· Team logo modification
· Style guide development
· Mascot development
· Design consulting

Terry Smith, creator of the San Jose Sharks logo, provided the original logo on the left (above). Barracuda Networks needed to integrate the Barracuda Networks “teeth” logomark as the fish’s teeth and background crest, so I stepped in to help.

I scaled down the dorsal fin and gloves, and scaled up the Barracuda Networks “teeth” logomark to increase its hierarchy.

Modifying the hook of the “J” so that it didn’t look like an “I” was also part of the scope.

I was heavily involved with design decisions and rewriting content such as logo usage, color rules, and jersey color combinations.

Logos and jerseys on NHL ‘16 video game

Mascot company first draft

The mascot company came back with eyes that needed enhancing, so I presented Barracuda Networks with these options.