ANNOTATED BIBLIOGRAPHY
About this section
Annotated Bibliography
This page contains a curated list of resources I used to summarize, evaluate, and reflect on the sources I consulted throughout my thesis. It helps organize the research, the key ideas from each source, and how the sources can validate my specific design choices.
6 reasons why your logo needs to be simple. (2025, March 20).
https://www.broworks.net/blog/6-reasons-why-your-logo-needs-to-be-simple
This article presents six reasons why a logo should be simplified. The six reasons are to be memorable, direct, versatile, adaptable to purpose, timeless, and widespread. Each reason has a corresponding short paragraph that provides detailed information about that section. The article is new and is objective. During the ideation phase of the Sin City Stingers’ logo, several elements were added: a canyon, the mascot, and a badge/shield. When the logo started to feel cluttered, this article helped conclude that not all elements are needed, and a simplified logo is better.
The 12 deadliest animals in Nevada. (2024, August 12). WorldAtlas. https://www.worldatlas.com/animals/the-12-deadliest-animals-in-nevada.html
This article lists twelve animals that can be found in the state of Nevada. Each animal listed has a picture, its scientific name, and a brief description of its key facts. The article is written objectively. WorldAtlas appears to be a reputable source. This website was used to find a team mascot for the Stingers. It mentions a “bark scorpion” as an animal commonly found in Las Vegas. The scorpion had dark reddish brown claws, which later influenced the color palette.
Aaker, D. (2014, March 19). It starts with a brand vision: 6 key components of successful models. Prophet.
https://prophet.com/2014/03/185-it-starts-with-a-brand-vision/
Aaker emphasizes that good brands have a clear, purpose-driven vision, incorporate storytelling, engage with their audience, and follow a well-defined business strategy. He highlights that when the brand vision is executed correctly, it is reflected in and supports the business strategy, allowing for differentiation from competitors and creating resonance with customers. Aaker is the Vice Chairman at Prophet, a university professor, author, and brand strategist. He is a trustworthy source based on his credentials, and the article is written objectively. This article helped the Sin City Stingers’ brand identity by ensuring that the brand is purposeful, locally rooted, and has an emotional vision tailored to the audience's needs. Aaker emphasized brand cohesion throughout—all the visuals, messaging, voice, and team values. With those elements in mind, the Stingers’ swag, websites, and social media accounts all felt connected.
Ahmed, H. (2024, November 22). The power of lines in graphic design: Structure, movement, and emotion. LinkedIn. https://www.linkedin.com/pulse/power-lines-graphic-design-structure-movement-emotion-hossain-ahmed-ny7mc/
Ahmed’s article focuses on the power of lines and how they influence structure, movement, and emotion. He states that lines give objects structure and build the foundations; lines guide the eyes by creating movement, and they are expressive, eliciting feelings, and can be used to convey emotions. The article is written objectively, and Ahmed is an experienced graphic designer. This article, specifically the section on emotions, influenced how the Stingers utilized lines in their branding. Bold, thick lines showed strength and confidence. Curved lines evoke organic feelings, such as comfort and warmth.
Ali, H. (2014, October 28). Deciphering shape psychology for graphic design. Zillion Designs. https://www.zilliondesigns.com/blog/shape-psychology-for-graphic-design/
Ali’s article is focused on the psychology of shape in graphic design. She claims that using shape psychology can guide the audience’s emotions and outlines the ways shapes influence viewers. The article was written in 2014, but its content remains relevant and aligns with other sources. Ali has been a Director of Marketing and SEO for several years and is well-versed in user experience, which makes her a trusted source. Specifically, her research on circular and angular shapes significantly impacted the Sin City Stingers’ branding. Circular lines tend to generate positive responses from the audience, as they are often associated with community, friendship, and love. Meanwhile, angular shapes show professionalism, efficiency, and stability, which is appealing to audiences. When paired with red, it evokes a dynamic modern aesthetic. The Stingers have a circular shape overall, and the scorpion is angular and red.
Asif, S. (2025, February 9). Mastering the art of sports brand logos a startup’s guide to design psychology and success. https://alitestar.com/blog/design/15/mastering-the-art-of-sports-brand-logos-a-startup%E2%80%99s-guide-to-design-psychology-and-success
Asif begins the article by presenting ten sports logos, each accompanied by an analysis. Ultimately, the article concludes with a summary that encapsulates its key points. There’s also an FAQ section addressing general questions about sports branding, and Asif provides detailed answers. The article is current and written objectively. Asif is an award-winning designer, and the Lead Strategic Brand Designer and Art Director of The Alitestar. The examples in the article were used as inspiration during the logo development stage. The answers in the FAQ page also helped when it came to making decisions
for the logo.
Barron, B. (2019, October 21). 7 great ways to come up with a memorable sports team name. ThemeBoy. https://www.themeboy.com/blog/how-to-come-up-with-a-memorable-sports-team-name/
This article presents seven strategies for creating a memorable sports team name. It also provides four tips: keeping it short, understanding how the team will be perceived, being distinctive, and thinking ahead about the logo. The article is objective and was written in 2019, making it relatively recent. Barron is a freelance writer with a strong proficiency in SEO. The advice given in this article was used when creating the Sin City Stingers team name. It focused on pairing a mascot with the team's location.
Bradley, S. (2014, December 12). Design principles: Visual weight and direction. Smashing Magazine. https://www.smashingmagazine.com/2014/12/design-principles-visual-weight-direction/
This article discusses the design principles of visual weight and direction. It begins with a summary, then explores visual weight, how to measure it, and related gestalt principles. Afterwards, it covers visual direction, structural frameworks, visual direction and gestalt, and concludes with an overview and examples. Bradley is a reputable source as he is the author of various design books. This article was discovered during research for a response to feedback that indicated the social media header felt imbalanced. The imbalance was because the visual weight was off. By reading the article, the theories were applied to create a social media header that felt more balanced.
Brand guidelines | accessibility | color & type. (n.d.). UCLA. https://brand.ucla.edu/fundamentals/accessibility/color-type
This webpage from UCLA provided information on why color contrast is essential. There are links and images to showcase the accessibility standards and advice on how to meet them. There were also links on how to test the contrast. No author is listed; however, UCLA is a trusted source since it is a university. The webpage is objective and provides sources. This webpage was used to help make decisions on the Stingers’ website mockup to make it more accessible. The general advice section was taken in to consideration for the overall look of the website.
Brand voice: Definition, benefits, and tips to create one. (n.d.). Qualtrics. https://www.qualtrics.com/experience-management/brand/brand-voice/
The article explains the definitions of brand voice and why it matters. It then describes the difference between brand voice and tone and offers tips on developing a strong brand voice. Finally, a few examples are provided. Although no author is mentioned, Qualatrics is a recognized platform used by well-known companies. There is no date, but the content is objective and aligns with other sources. This research benefits the Stingers’ brand identity by helping to define their brand voice and tone, as well as guiding their development. Since the Stingers’ audience is anyone interested in being part of a community, an easygoing tone without specific slang was chosen. This was applied to the copy on the social media assets and taglines.
Crestodina, A. (2018, March 28). 27 research-backed web design tips: How to design a website that works. Orbit Media Studios. https://www.orbitmedia.com/blog/web-design-tips/
Crestodina has the article set up in different sections: first is structural layout, then images, then navigation and links, and finally, writing. Each section contains different nuggets of advice related to its topic. Examples and visuals are layered throughout. Crestodina is the Co-Founder and CMO at Orbit Media, and focuses on SEO, analytics, AI, content strategy, and website optimization. He is trustworthy due to his many decades in the industry. Advice was drawn from every section of this website when creating the Sin City Stingers’ web pages. Advice includes making the webpage tall, establishing a clear visual hierarchy, using descriptive navigation, and avoiding jargon.
Elliot, E. (2023, October 25). Understanding badge logos: A guide with examples. https://vipmarketing.com/blog/badge-logos-explained-with-examples/
This article explains what badge logos are, their characteristics, and provides different examples of badge logos. The article also includes a YouTube video that provides further explanation.​ Elliot is the founder of VIP Marketing and the President of Craft Creative. he is trustworthy. The article is also current and written objectively. This article was used in the logo development stage when badge logos were explored. By understanding the characteristics of badge logos, it was easier to design for them. The examples provided were used as inspiration.
Faustino, A. (2025, March 31). How to narrow your target audience for better sales. https://capforge.com/post/how-to-narrow-your-target-audience-for-better-sales/
Faustino’s article outlines steps to identify the target audience. The steps include analyzing current customers, getting specific with demographics, understanding the audience’s triggers, stalking the competitors, and testing. It also offers advice on how to exclude certain groups and explains why everyone cannot be a target. The article is objective and recent, making it current. There isn't much information available on Faustino, but the website Capforge is reputable. This article was used early in the project to narrow down the specific target audience, as it was initially broad. By narrowing down the audience, it was easier to focus on the audience's needs when making later design decisions.
Friedman, V. (2021, October 1). 10 principles of good web design. Smashing Magazine. https://www.smashingmagazine.com/2008/01/10-principles-of-effective-web-design/
Friedman discusses ten principles of good web design throughout the article. He highlights that usability and utility are what determine whether a website succeeds or fails, rather than its visual design. Friedman also has a section that explains how users think and what they are looking for when visiting a web page. Friedman is a User Experience Lead with nineteen years of industry experience. The website is unbiased and trustworthy. The article influenced the design of the Sin City Stingers’ website mockups. The Stingers aimed for simplicity, incorporated enough white space, and avoided adding too many action items to keep user requirements minimal. Friedman emphasized that users should not have to overthink, so for the Stingers’ website, everything is laid out intuitively and within sight.
Ghanshyam, B. (2025, January 28). The impact of a strong hockey logo on team branding. Logo Maker App | Logo Creator - LogoWiz. https://blog.logowiz.app/build-team-identity-with-hockey-logo-design/
Ghanshyam starts by explaining the different types of hockey logo designs: mascots, emblems, wordmarks, and some that are combinations of these elements. The following section breaks down popular NHL logos and their branding decisions. Towards the end of the article, Ghanshyam touches on the role logos play in fostering fan loyalty, the connections between the logo and the team legacy, and provides key elements for a strong hockey logo. The article is unbiased, reliable, and current, providing information similar to that found in other sources. Ghanshyam is a Senior SEO Executive with a decade of experience. The mascot-based hockey logos section of the article influenced the decision to add a scorpion as the Stingers’ mascot. In the key design elements section, it’s emphasized that the logo should incorporate hockey imagery so that unknown fans can immediately recognize its connection to the sport. It is also recommended to include dynamic shapes, such as circles or sharp edges, to evoke motion and speed, which the final logo already does.
Horowitz, N. (2018, August 12). How the ECHL crafts its message to create and engage fans of its minor league hockey teams. https://www.linkedin.com/pulse/how-echl-crafts-its-message-create-engage-fans-minor-league-horowitz/
Horowitz’s article emphasizes that ECHL teams are a community event that brings everyone together, regardless of social class. While not as big as the NHL teams, ECHL teams bring together a connection that sets this league apart from the rest. It’s not just a hockey team; it’s a part of the community. Horowitz is a trustworthy source due to his role as Director of Strategy and Research at Greenfly, a company focused on sports. This article reiterated the decision to focus on the need for affiliation for the Sin City Stingers. By homing in on the exact need of the brand, other design decisions can be made.
How to critique a logo like a pro—A step-by-step guide. (n.d.). https://www.spokk.io/blog/how-to-critique-a-logo
The article serves as a guide on how to critique logos. It begins by explaining what a logo critique entails and then provides guidance on evaluating any logo, with a primary emphasis on whether the logo effectively represents the brand identity. The steps include considering the logo's context, analyzing its typography, color palette, shapes, and overall message. The article appears to be free of bias, and the information is consistent with that of other sources. Due to the lack of an author, the article serves as a good starting point for gaining a general understanding of the topic. This guide proved helpful during the logo selection and refinement stage of the logo development. The advice was to examine the designs and determine if they are eye-catching and effectively communicate the message. Then, assess the composition, shapes, and other elements to ensure all the elements are cohesive and that no unnecessary elements can be removed. The advice from the article was applied to pick the two strongest logo options out of the six options.
Hunt, L. (2024, January 29). Crafting iconic hockey logos: A guide to hockey branding that scores. Little Dragon Media. https://littledragon.ca/crafting-iconic-hockey-logos-a-guide-to-hockey-team-branding-that-scores/
Hunt explains that the key elements of iconic hockey team logos are simplicity, symbolism, color palette, uniqueness, and adaptability. He then shows examples of iconic hockey logos and explains what makes each one great. The article is objective and was written in 2024, making it a current source. Hunt is a reliable freelance writer and digital marketing specialist who has written articles for big companies. The uniqueness portion of this article was beneficial to the design decisions made for the Stingers. Hunt explains that using something related to the geographical location sparked the idea of incorporating a desert or canyon scenery into the logo. In this section, Hunt also suggested that incorporating hockey elements is a good idea, which is where the scorpion holding the hockey stick originated.
Julizar, A. H. (2025, February 14). Core elements of branding: Beyond the logo (and why most get it wrong). Medium. https://allenherlambang.medium.com/core-elements-of-branding-beyond-the-logo-and-why-most-get-it-wrong-d0fdafc4482f
Julizar delves into the details of why the logo is just a small part of branding and explains how to look beyond the logo itself. The article discusses branding strategy and how to find a brand’s identity. Different examples are provided throughout, and case studies are included at the end. Julizar is the Vice President of a marketing firm and has written other articles focused on marketing. The article is objective and current. This article was referenced when feedback was provided that the Stingers should be recognized for more than just their logo. The article emphasizes the importance of creating a strong brand identity through various assets beyond the logo, which was then implemented in the Stingers’ merchandising assets.
Logo animation tips – How to elevate your brand with an animated logo. (2024, June 7). Envato. https://elements.envato.com/learn/animated-logo-tips
This article explains what logo animation is, how brands benefit from logo animation, what makes an effective animated logo, and showcases different animation styles. It also includes a section on creating various animated logos. There is no author listed; however, Envato is a trusted source. The article also reads as objective. This article was beneficial when creating the Stingers’ animated logo. It provided information on various animation styles, which served as a great starting point. It emphasized the importance of keeping the animation simple, which proved beneficial after the initial concept for the Stingers proved too complex.
Maffucci, S. (2022, April 15). Scorpion symbolism & spiritual meanings of seeing a scorpion. YourTango. https://www.yourtango.com/self/scorpion-symbolism-meaning-scorpion-spirit-animal
Maffucci explores the symbolism and spiritual meanings of a scorpion, including what different scorpion colors represent. The article is highly in-depth and presents diverse cultural and religious perspectives on scorpions. Maffucci has been a writer on this website for over ten years, having written hundreds of articles. The article appears unbiased and correlates with other sources; however, it’s largely subjective, so it is not the most reliable. The key takeaways from this article that apply to the Sin City Stingers are the symbolism of scorpions and what the specific colors of the scorpions represent. The symbolism of the scorpion solidified it as the mascot, and the color psychology behind the scorpion influenced the color of the Stingers’ mascot. This information was vital to the Stingers’ brand identity because its mascot is the face of the brand and the focus point of the logo.
O’Connor, D. (2019, November 10). The meaning of shapes in design. White River Design. https://www.whiteriverdesign.com/meaning-shapes-design/
The article explores why specific shapes evoke certain emotions and how each shape can symbolize distinct ideas and concepts. Examples of the shapes are used throughout the article, ranging from brand logos to everyday items. The article was written in 2019, making it relatively recent, and it is also written objectively. The specific parts used from this article are the sections that discuss the meaning of circles. It claims that circles represent unity, which is a core value for the Stingers.
Oosthuizen, T., & Hunter, D. (2023. August 10). The power of sports logos: Unbreakable bonds with fans. Diamond Scheduler. https://cactusware.com/blog/sports-logo#Simplicity%20and%20memorability%20of%20the%20sports%20logo:
This article explores the understanding of how sports logos function, the creation process, and provides case studies of successful sports logos. It heavily focuses on how the logo affects the fans and speaks about all sports, not just hockey. The article appears unbiased and was written in 2023, making it relatively current. Oosthuizen is a professional sportswriter as well as an athlete, and Hunter is a former athlete who is currently a content marketer and brand strategist; they seem to be reliable sources. This article explains the symbolism and storytelling behind the sports logo, which heavily influenced the logo choices for the Stingers. It also emphasizes the need for the logo to be scalable and memorable, factors that influenced its level of detail. Additionally, it emphasizes the significance of color psychology in selecting logo colors, underscoring the importance of choosing colors thoughtfully. Oosthuizen and Hunter also emphasize that an overly complicated design or one that closely resembles others will be ineffective, and they explain why it should be avoided.
Pavlou, G. (2024, May 13). Branding beyond logos: Designing a cohesive visual identity. Movavi. https://www.movavi.io/branding-beyond-logos-designinig-a-cohesive-visual-identity/
Pavlou begins the article by explaining what visual brand identity is, then delves into the role of a logo in a brand's visual identity. She then lists other elements of visual identity that can be used in place of the logo, such as the color palette, consistent typography, imagery and graphics, layout and composition, design elements, and patterns. She provides helpful tools towards the end of the article and discusses branding in different industries. Pavlou has been a marketing content creator and copywriter for over three years and is specializing as a UX writer. The article is written objectively, is current, and she seems like a trustworthy source. The article was used throughout the branding process whenever advice was given to not rely on the logo. Specifically used when it was time to design the swag apparel. Other elements needed to be included and not just the logo.
Pettengill, B. (2013, August 12). Logo design 101: The coat of arms, crest and shield. Marketing Partners. https://www.marketing-partners.com/conversations2/logo-design-101-the-coat-of-arms-crest-and-shield
Pettengill discusses the symbolism behind coats of arms, crests, and shields in logo design. Various examples, from historical crests to modern ones, are included. Crest designs can convey stability, protection, boldness, and confidence to viewers while remaining timeless and traditional. Although the article was written in 2013, the information remains relevant. It presents an unbiased perspective, and at that time, Pettengill was an art director and senior designer with decades of experience. In the early versions of the Sin City Stingers logo, a scorpion emerging from a crest was the primary concept. The symbolism of a crest made it an attractive design choice and was frequently used in the initial stages.
Prpic, N. (2024, March 25). 15 brand tone of voice examples to help you find yours. Filestage. https://filestage.io/blog/brand-tone-of-voice-examples/
This article provides fifteen brand tone of voice examples with brands ranging from Apple to Starbucks. Each example has an explanation. Towards the end of the article, six tips are provided for creating a brand’s voice. Prpic is a content writer and previously worked as a marketing strategist. The article is written objectively and was published last year, making it a current source. This article heavily influenced the creation of the Sin City Stingers and the finding of their voice. The six steps outlined at the end were applied to the Stinger’s brand to establish its core and the preferred type of voice.
Schroeder, E. (2019, July 3). Brands that are totally killing it with voice, tone & style (and how you can, too). Medium. https://uxdesign.cc/brands-that-are-totally-killing-it-with-voice-tone-style-and-how-you-can-too-47792613b267
The article lists examples of various companies and explains why their voice, tone, and style are effective. After the list, Schroeder gives steps on how to find the brand voice. Schroeder is somewhat biased when listing the examples; however, they remain objective when providing advice on how to find a brand’s voice. The specific part of the article used is the section titled “Try to define your brand in three words”. This part was successfully applied in the branding process to find the brand personality for the Sin City Stingers.
Vargas, M. (2024, October 9). Affiliate marketing strategies slogan ideas.
https://blog.boon.so/affiliate-marketing-strategies-slogan-ideas/
This article highlights the importance of slogans in branding. It emphasizes that it serves to communicate with the target audience and reflect the brand's values. Vargas is a Senior SEO and Branding Specialist with a focus on brand storytelling. The website appears objective and is up to date. This article was used to brainstorm new taglines following previous feedback that suggested the creation of new ones. Vargas provided countless examples as well as tips to make a good slogan, those examples were used as inspiration and the tips were used in the brainstorming sessions.
van Braam, H. (n.d.). Meaning and effects of colors: A psychological perspective. Color Psychology. https://www.colorpsychology.org/
van Braam’s website explains how different cultures attribute different meanings to colors and then describes what color psychology is. It then breaks down the introductory color psychology of some colors, but the navigation bar lists the colors with dedicated and detailed pages about each color and its psychology. Each page features the history of the color, its meaning and psychology, personality type, and various applications, including business, web design, and marketing. There is no date on the website, making it difficult to determine its current accuracy; however, the meaning and psychology of colors align with other sources, suggesting it is likely reliable. van Braam has a Master’s in Cognitive Psychology from the University of Amsterdam and focuses on color; her work is presented as unbiased. This website heavily influenced the color palette for the Sin City Stingers. The colors were chosen to evoke the emotions they could provoke in the audience attending the Stingers’ games. This was a significant step in establishing the brand identity, as it determined a significant aspect of the entire brand. The colors are applied on the logo, merchandise, website, social media, and all of the brand assets.
Wong, J. (2024, December 30). The importance of consistency in branding. Forbes.
The article emphasizes the importance of being consistent in a brand. It stresses how it builds brand recognition, establishes trust, and enhances customer loyalty. It also highlights key areas for maintaining consistency and provides best practices for achieving this goal. Wong is the founder and CEO of their own marketing and PR firm. The article is current, objective, and Forbes is a reputable source. The advice provided in this article was key to the overall branding of the Stingers’ brand. It provided clarity on why maintaining consistency is essential and how to ensure that the brand achieves consistency. This was especially helpful in the early stages of creating assets.