The first decision was to drop their Disney movie-inspired name, "Mighty Ducks of Anaheim," with the identity's eggplant purples and greens, for a simpler and more refined "Anaheim Ducks" identity, to better reflect the lifestyle of Orange County. The design process took place over an aggressive timeline that required bi-weekly meetings in Newport Beach with the entire management team and owners.
The final designs replaced the old color palette with a vibrant new system of jerseys and logos, with jet blacks, luscious golds and refined orange trim. The cartoon duck image was replaced with a “D” formed by the shape of a duck’s foot. The identity was unveiled on June 23, 2006, and Fanbrandz Principal Bill Frederick was interviewed in the Orange County Register.
"I showed about 60 digital illustrations: iconic ducks, strong ducks, animated ducks, duck faces, full-body ducks, ducks with pucks, ducks with sticks, ducks in letters and then a duck foot as a 'D,'" said Bill Frederick, the managing director and brand development director for the Montclair, N.J.-based Fanbrandz Design Office. "The Samuelis really responded to the black and gold, and when they saw the foot in the 'D,' I knew to run with it."
And that they did. The following season, the Ducks would set a franchise record for highest home-game attendance average per season, with 17,193 tickets sold per game, the team's highest numbers since 1996.
Concept design for the 2010 season to bring forward the Duck's iconic 'D-Foot'
Fanbrandz © 2014