Name and Logo Reveal
A Rare Opportunity
The Birth of a Franchise
In July of 2016, the NHL announced they would be adding a new team in Las Vegas. This was huge news in the hockey world, fans hadn’t seen a new team since 2000, and at the time there was no professional sports in Vegas. What was even more exciting, the team would play in the 2017-18 season. That left little time to come up with a name, logo, color set and uniforms. For that, they turned to Adidas.
Portland design shop Fiction worked closely with Adidas to create that design system, and when it came time to announce the results to the world, Fiction came to Insomnia Graphics.
Fiction had the logo built out of steel, with the idea that they would do dramatic camera moves in a studio as the basis for the videos to go with the announcement. The idea sounded great in theory but in practice it wasn’t turning out as they’d hoped. And the announcement date was just around the corner.
We got the call two weeks before the announcement to make a series of videos to run on twitter on the big day. As lifelong hockey fans we were thrilled for the chance, it was high pressure and a very tight turnaround. Just the way we like it.
The process
Work fast and work well
Time was a huge factor on this project, so I decided to keep all the 3D in After Effects. This was an unorthodox choice but it worked well, rather than pulling the model into C4D, we used Element 3D, eliminating a step and the need for a renderfarm.
The client provided some reference materials for us to draw on, shots from movies and movie trailers. We set about creating the 3D objects, lighting and surfacing, running ideas by the clients. It was fast and intense, but overall a smooth process.
