philadelphia soul

ARENA FOOTBALL LEAGUE
EXPANSION TEAM IDENTITY

When Jon Bon Jovi became team owner of an Arena Football League expansion team, he looked to our O’Grady Sports Design (OSD) agency to develop the identity for the new Philadelphia Soul. After the Philly Soul launched their new identity, the logo quickly became one of the league’s most successful and recognized teams while breaking all-time AFL sales records. We chose unique colors of graphite grey, sky blue and soul black, providing the Soul a memorable color scheme. Additionally, we created the Soul’s playing field graphics, stationery system, program covers, media guides and AFL inaugural season “kick-off” elements.

DELIVERABLES
Team Naming - Primary Logo - Secondary Logos - Uniform Design - Playing Field Design - Collateral System - Ticket Sales