BRAND IDENTITY LOGO DESIGN CREATIVE DIRECTION ATHLETIC MARKETING

UNDRDAWG ATHLETICS

Brand identity, dynamic logo system, and creative direction as lead designer, shaping marketing strategy and premier athlete collaborations.

Undrdawg Athletics Large Format Billboard Display

Undrdawg Athletics VIP Exclusive Signing Pass

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Role Lead Designer

Tools Illustrator, Figma, Photoshop

Category Brand Identity

Year 2026

Undrdawg Athletics is a sports agency and athletic lifestyle brand started by friends at Drexel, built around athlete signings, meet and greets, and memorabilia in the Philadelphia area. I was brought on early for my eye for design and helped shape the brand from the ground up....

That started with the geometric dog emblem and extended into motion graphics, event marketing, and athlete collateral. The wordmark was designed with the name itself in mind, letting the personality of Undrdawg come through in the type treatment.

As the brand has grown, my role has gone beyond just making things look good. I work directly with leadership on marketing direction and how the brand shows up across different formats, from large format signing banners to digital touchpoints built for high visibility environments.

It is a startup, and being part of it from the beginning has meant having a real say in how it looks and feels at every stage, from the first mark on the page to how the brand carries itself in a room full of athletes.

The logomark translates the tenacity of the athletic underdog into a sharp geometric canine silhouette. Precision angled facets evoke speed, tactical discipline, and unrelenting forward momentum across digital screens and competition apparel.

The wordmark was designed with the name itself in mind, letting the athletic grit of Undrdawg come through in the typographic hierarchy. Scaling UNDR smaller and tucking it under the horizontal bar while DAWG stacks boldly over symbolizes the creative play of the typemark, turning the underdog dynamic into an assertive visual statement.

Logo
Guidelines

The Mark

Pure Geometry

All straight lines, no curves. The geometry is the point.

Directional Form

Faces right, reads as movement. Holds from an app icon to a banner.

Scalability

Built to work at any scale.

Primary Mark

Type Mark

The wordmark uses a condensed, heavy typeface chosen to match the weight and attitude of the emblem. The name Undrdawg has its own weight to it.

Color

The identity runs monochromatic.

Undrdawg Black

#0A0A0A

White

#FFFFFF

Logo Exclusion Zones

We have defined an exclusion zone that prevents other graphic elements from interfering with the Undrdawg logo. The boundary is determined by clearance value x on all sides.

80px

64px

48px (minimum)

What Not to Do

The mark should always appear black or white, unaltered, and at proper scale.

Do not apply color to the mark. Black or white only.

Do not stretch or distort the proportions of the mark.