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UA Team

A sub-brand identity for UA Team — Under Armour's team program for the 2022 season. The brief: give the program its own unmistakable mark while staying inside the Under Armour master brand. We explored two directions — a horizontal banner/tag lockup and a vertical shield/pennant crest — both built on the UA logo, bold athletic type and a black, red and high-voltage-yellow palette.

UA Team key visual — a yellow-shirted athlete leaping on a beach beside the giant 'UNDER ARMOUR TEAM' outline-and-solid type lockup and the yellow UA Team banner mark on navy
Client
Under Armour · UA Team
Industry
Sportswear · Sub-brand
Year
2022
Scope
Identity · Two Directions

One team, two directions.

UA Team needed a mark of its own — something that signalled membership and squad while reading instantly as Under Armour. Rather than commit to a single answer up front, we developed two complete routes so the client could feel the difference between them.

Direction 01 frames "UA TEAM" in a horizontal banner/tag beside the UA logo — clean, modular and built to flex across navy, electric yellow, red and black, supported by a bold "UNDER ARMOUR TEAM" outline-and-solid type lockup and a logo-pattern. Direction 02 takes the mark vertical, into a shield/pennant crest that nods to team badges and sporting emblems, paired with a grittier training moodboard. Both ride Under Armour's high-energy palette and athletic photography.

Brand Strategy Logo & Lockup Type System Color & Pattern Art Direction Moodboard
Direction 01 — the banner lockup
Direction 01 — the UA Team banner/tag lockup in white over a dark motion-blur running track
Direction 01 — the navy UA Team mark on electric yellow with a grid pattern of UA logos
Direction 01 — the white UA Team mark on red with a leaping athlete and the 'UNDER ARMOUR TEAM' type lockup
Direction 01 — the UA Team banner mark applied beside a runner in an orange long-sleeve checking his watch
Direction 02 — the shield lockup
Direction 02 — the UA Team shield/pennant crest in white on black beside a woman runner checking her watch
Direction 02 — the UA Team shield crest centered, clean, in white on red
Direction 02 — the 'UNDER ARMOUR TEAM' red-and-black type lockup beside an athlete training with a medicine ball
Direction 02 — a training moodboard grid mixing the shield crest, repeated 'UA TEAM' type and gritty gym photography
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