When NHL’s VP of Creative Services, Paul Conway and Fanbrandz went on a site audit in Nashville, the home of the Predators and the 2016 All-Star, we were visiting a host city brimming with visual flavor and culture, and we knew this would be a fun identity. Read more on our branding process on Brand New.
The impressive Bridgestone Arena empties onto lower Broadway and it’s dozens of famous honky tonks from Tootsies to The Stage to Legends Corner, just to name a few. The abundance of neon signage, flashy guitars and music culture inspired the expressive typography and flourishes that make this identity unique to Nashville.
Music is ubiquitous and even inspired the Predators to incorporate a guitar pick in their secondary logo worn on their shoulders, which went on to inspire the overall shape of this All-Star identity.
The cultural influence of music is inescapable and with that comes all of the trappings of musical performing; guitars, intricate mother of pearl inlays in the headstocks, cowboy style shirts and suit jackets with decorative embroidery. Every detail of the mark, from the guitar inlines down to the three-starred puck, was inspired by the rich culture and history of Nashville and its music scene.
We also spent time at the legendary Hatch Show Print press, where for over half a century, they have designed and printed beautiful music posters announcing great talent around town. Their stye is distinctive and adds to the rich visual vernacular of this city, and inspired much of the theme art that will live alongside the Nashville All-Star identity.
Once we lock down the style guide, the design continues with the next group of partners in the chain doing the activation in all shapes and sizes. But, most striking is the fabulous decor program that NHL’s Paul Conway developed with best-in-class Infinite Scale for in-arena and city-wide environmental graphics installations. Bravo!