New England Knockouts | Team Identity

I was approached by my longtime partners at Liberty Sports Group to spearhead the visual identity for the new Frontier League baseball team based out of Massachusetts. The identity pays homage to the team's historic host city of Brockton, commonly referred to as the City of Champions.

My engagement with the team involved the exploration and creation of the logomarks, wordmarks, mascot, number set, and uniform guidance but it was a larger group with the Liberty Sports and New England Knockouts organizations.

Project Team

Nicholas Desrosiers - Executive VP and General Manager

Brett Chaves - Director of Broadcast and Media Relations

Grant O'Dell - Design Lead

Contact

grant@odell.co

We crafted the primary lockup to intentionally highlight the boxing legacy and industrial history of both the South Shore and Brockton.

The supporting cast of logo and lettermarks showcased more of the bulldog that the primary logomark introduced while continuing to build on the boxing and nickname tie-ins that guided the identity.

There was a challenge in balancing the creation of an approachable and joyful minor league baseball identity with the setting of a historic and culture-rich community.

As the organization held a name the team contest, I was also tasked with the creation of a placeholder and announcement logo that declared the return of professional baseball to Brockton.