2. Visual Design
3. Logo Design
02.2023—03.2024
Concept Work
Club Santos Laguna S.A. de C.V., commonly known as Santos Laguna or Santos, is a Mexican professional football club that competes in the Liga MX (also, my dad’s hometown team). Despite being founded in 1983, the branding identity and logomark have remained essentially unchanged, a common trend for a majority of professional soccer clubs trying to retain their history and origin.
The goal of the rebrand was to modernize the branding of Club Santos Laguna without deviating from the source material and the rich history that fans appreciate. The project aimed to make the crest of the team and their identity more recognizable, specifically by designing new emblems and symbols to supplement the primary logomark. The result would ultimately captivate new, younger audiences without alienating long-time fans of the team who are accustomed to the original look of the club.
