When Portland, Oregon, received news of a new WNBA team coming to the city, basketball fans were eagerly anticipating the announcement of the name. The process inspired me to conceptualize a name, brand, and creative marketing efforts for the prospective team. Given Portland's rich history with activism, the name Justice felt like a natural fit. The name represents strength, power, and movement.
Iconography for the logo was inspired by the Lady Justice statue, whose strength, balance, and grace translate seamlessly to the sport. Colors were pulled from the tones found in bronze versions of the sculpture, and rich hues often seen during Portland sunsets.
The Justice team name lends itself to the use of the phrase "Justice has been served" in marketing materials, and its common association with the word "liberty" provides an opportunity to craft a rivalry between Portland and the New York Liberty team.
Brand Inspiration Board
Jersey Option
Center Court Logo Placement
Logo Variations
