De Novo Soccer is a football coaching academy which originally started out in America but has since moved to the UK. I was approached by the owner to design the badge for the academy, which would go onto being the main brand logo and used on the academy kits. The owner already had his own rough drafts of some logos which he sent me over; as the owner is originally from West Yorkshire he wanted to incorporate the Yorkshire Rose within the design, along with a traditional looking football emblem. I created a 1st draft logo, after which point we talked back & forth and I made several tweaks to the logo as per the owner's specifications, which included changes to colour, font and incorporating the USA flag within the design to represent the academy's establishing location. Below is the process of the badge design and the final design on a tracksuit jacket.
