Big league branding success story
In 1991, Grant Mulvey, the owner of the new AHL hockey franchise The Chicago Wolves, came in to the screen printing shop where I worked to order the teams initial apparel.
The Challenge
He wasn’t happy with the logo that the team was working with a major local agency to design.
“It looks like a scared bear but it should look like an angry wolf! Can you fix it?” is what he said as he handed me the illustration board.
My Work
I took the illustration board home (it was hand drawn) and using tracing paper I started with the original design, but I enlarged the ears and lowered the snout to make it look longer.
Then I snarled in the mirror to capture the wrinkles that are made when you’re growling 🙂
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The illustration I gave him back is below.
The Result
The client was overjoyed!
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He gave me a $40 tip and took my revised drawing back to the agency he worked with and they ended up going with my design.
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They are now affiliated with the Carolina Hurricanes.