Blue Ridge Figure Skating
Figure Skating Identity | Ryland Smith
Project Overview
Blue Ridge Figure Skating Club is a regional figure skating organization representing Southwest Virginia. The club needed a visual identity that could establish a recognizable presence while connecting the organization to its regional identity and the sport of figure skating.
The Challenge
Blue Ridge Figure Skating Club needed a visual identity that could formally represent the organization while connecting its identity to Southwest Virginia and the Blue Ridge region.
Research
I researched regional and national skating organizations, explored the club’s requested visual references, and developed 12 initial logo concepts before presenting three refined directions to the client.
Competitor Analysis
Since BRFSC is based in Virginia, there are a few other figure skating clubs within the state, which would serve as their immediate competitors. Richmond Figure Skating Club, Skating Club of Northern Virginia, and Tidewater Figure Skating Club are all Virginia based. Washington and Los Angeles were added for wider reach.
Moodboard
During the creative brief, BRFSC mentioned a few assets they would like to see incorporated into their identity. The Blue Ridge Mountains, a figure skate, or the Roanoke Star were the specific features they would like to see. I began by searching mountain logos, figure skating logos, and negative space for simplicity.
12 Directions
The first round explored three primary visual territories: Figure Skate, Blue Ridge, and Negative Space
Three Finalists
After exploring 12 initial concepts, three directions were selected for further development and client presentation. Each explored a different interpretation of the club’s identity while considering the balance between figure skating, regional character, and visual simplicity.
Final Direction
The selected direction offered the strongest balance between regional identity and the sport itself, creating a distinctive mark that could remain recognizable across both small-scale applications and larger branded materials.
Applications
Merchandise, Stationery, Signage, Social Media, Uniforms, Print
The Outcome
The final identity gave Blue Ridge Figure Skating Club a cohesive visual system that connected the organization to both its regional roots and the sport of figure skating. The identity was extended across print, digital, apparel, signage, and promotional materials to create a consistent presence across the club’s communications.