A Brand Identity Worthy of the G.O.A.T.
It's not often you get the chance to work on a project that's much bigger than you or your agency. This was one of those projects.
Muhammad Ali was a one-of-a-kind, larger-than-life figure who meant as much to Louisville as Louisville meant to him. So, when the city rename the Louisville International Airport after The Greatest, we were thrilled to be included in the design and implementation of the new identity.
Using recognizable iconography of Ali, along with a red color palette and other subtle nods to the city of Louisville, we created an identity that celebrates both The Champ and his hometown.
Combined with distinctive typography, these elements form a look and feel that is both bold and gentle – just like the man himself.
Work completed at: Badge Design Studio - Creative Director, Designer
Project type: Brand Design
Unveiling the final identity for the press and Ali's family along with meeting Lonnie Ali, Muhammad's widow, was the absolute highlight of the project.
Excerpts from the identity unveiling for the press:
“There is only one city of Louisville and there was only one Muhammed Ali.
Our design approach was to celebrate the uniqueness of Ali, not just his accomplishments but his bright spirit that he gifted to our community and to the world.
The color utilization and the shape of the butterfly stretched behind the Champions’ up stretched arms are central to the identity.
We used red as an homage to Louisville, and also as a color that connotes strength and power.
The transition of color from red to brighter warmer oranges highlight the motion of Ali raising his arms in victory and the ultimate vibrancy of his personality. The butterfly is symbolic, reminding us of his float like a butterfly movement in the ring and the context of flight for the airport.
Together, these elements plus the distinctive typography we have created produce an expression that we believe is both bold and gentle - just like how Ali will always be remembered.”
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