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.

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 🙂

 

The illustration I gave him back is below.

The client was overjoyed!

 

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.

 

They are now affiliated with the Carolina Hurricanes.