10/32 – Florida Sharks
No Swim Zone
The Florida Sharks crack the double-digit mark as the 10th team in the project and the second team in the Atlantic Division of the East Conference.
The Sharks were the hottest team in the East in the early part of the 20s seasons – winning the conference in season 22 (but falling short to Los Angeles in the title game) and rattling off 4 straight playoff appearances behind a high-powered offense. However, that version of the Sharks has began to wilt and wither as members of the championship squad have either retired or moved on. Despite making the playoffs last season, Florida seems to be in the midst of a transitional period looking to acquire younger talent and reinvent themselves.
Visual Direction
The franchise that calls home to the "Shark Attack Capital of the World" is one that has retained its same nickname since league inception in 2005 – the Florida Sharks have always been the Florida Sharks. Furthermore, the team has maintained iterations of the same color scheme, making it a tradition to wear yellow at home in the early part of the season and indigo towards the later half.
Behind a boatload of history and lore, the Sharks are approached with care and restraint to elevate the core identity without deviating too far from what makes this team who it is.
Execution
Florida has this-or-that'd between a shark fin or full-bodied depiction for the primary logo for seasons. The latter route was chosen and was redesigned specifically to fit the contour of the modern helmet – a yellow shark emerging from the depths of the sea to bear its teeth and forming the letter "F" in silhouette.
The secondary slot is filled with the shark fin, recapturing its location on the jersey sleeves. Fun fact – the shark fin logo was one of the first ever designs in the UFL so despite its cliché, it holds a soft spot in the league.
The Sharks have a partial mark of an "F" pulled from the location wordmark with a shark fin depicted in the upper half of the letter.
Early on in the team's introduction to vector, Arial Bold was used as a placeholder font for the team wordmark and has sat in the archives developing notoriety. A more customized wordmark was built with this look in mind – a bold grotesque with points and curves to mimic the motion of the shark in the primary. Both team name and location wordmark were designed in this style.
The number set adopts the same logic but in a more squared appearance. Liberties were taken to make the letterforms more "shark-like" and unique to the team.
On the Attack
The Florida Sharks, one of the pillars of the UFL, have a renewed identity that proudly maintains its equity as one of the original teams. This team is now equipped with a striking new graphic suite as it enters a new era.
Football Helmet Mockup by SportsTemplates
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