SportyStars London

SportyStars London came to me after trying a few different designers without landing on the right fit. They arrived with a massive wishlist of ideas and a clear goal: a vibrant, kid-friendly brand that could handle a demanding day job across bright green, yellow, and black sports kits.

Every business owner knows what feels right for their brand, and while the client ultimately chose another concept for their launch, this refined direction is, in my opinion, the absolute winner. It was all about finding that elusive happy medium. By pairing a bold, playful font with hand-drawn stars, it struck a balance that brings bags of kid-friendly energy without looking chaotic, while toning the green down to a richer shade so the bright yellow stays properly easy on the eyes.

Focusing on real-world versatility, I started right with the badge: tucking the single 'S' with its subtle shadow neatly inside the green star gives off an instant superhero vibe for the kids, turning it into a proper mark of honour. From there, the main logotype detaches seamlessly for tricky, narrow spaces like lanyards, and the dark-mode variant effortlessly flips to pop against black kit. Paired with a simpler, highly legible slogan font, the whole system delivers a fresh, modern edge that works cleanly at any scale.