This project began as an idea to breathe new life into the existing NBA G-League team based in Austin, Texas. The G-League is a lower division of the NBA whose teams branding are tied directly to the franchise they're part of. The franchise that the Austin G-League team is part of is the San Antonio Spurs.

Starting from Scratch

The current team branding for Austin's G-League is simply a duplicate of the San Antonio Spurs with minimal changes in identity compared to their sister team. However, any team representing Austin deserves an identity as unique and loud as the personality of the city itself.

The Mexican Free-Tailed Bat is an incredibly important species to the central Texas area and already acts as a mascot for the city of Austin, without it being an actual sports team mascot.. yet!

Photo Credit: Marvin Pfeiffer of the San Antonio Express News

Logo Solution

To keep ties to the San Antonio Spurs organization, the colors utilized are still Silver & Black. But, to give a unique identity to the Austin team, an electric yellow has been included.

The name Echo is not only to refer to a bat's ability to detect its surroundings via echo-location, but to also play on the idea of the crowd's cheers echoing throughout the stadium in which the team plays.

Logo Iterations: Mascot

Logo Iterations: Typography

Logo Iterations: Full Flash Sheet

The final solutions incorporate elements that are relevant to the franchise the team is a part of with the base color palette and Texas iconography. As well, a new standout color and mascot identify the unique city in which the team proudly represents.