FEEDBACK & ASSESSMENT
About this section
Feedback
This section contains feedback received throughout this branding project. The feedback comes from both instructors and peers.
Taglines
Feedback Received
The original taglines did not align with the audience's need for affiliation.
Feedback Evaluation
The critique is valuable because the original three taglines were not created with the need in mind. The original tagline options focused on attaching the mascot with a chant.
Actions Taken
The feedback was taken into consideration, and the taglines were discarded. Brainstorming sessions were held, and new and improved taglines were developed. The new taglines focused on the need to bring the audience together to feel part of something bigger. Taglines are a means of communicating brand values to the audience, so it is essential that they reflect this need (Vargas, 2024).
Original Taglines
"The Sting You Can't Escape"
"Burning with Passion, Stinging with Power"
"Where the Sting Never Stops"
New Taglines
"Together We Sting, Together We Win"
"Fierce. Focused. United.
"One Team. One Sting."
Final Tagline
"Together We Sting, Together We Win"
Audience
Feedback Received
The target audience was not specific enough. Narrowing down the audience would be beneficial.
Feedback Evaluation
This critique is valuable and helpful. The original target audience was intended to include everyone, which is not ideal. It is impossible to design with everyone in mind.
Actions Taken
The feedback was taken into consideration. Research was conducted to determine the target audience. By narrowing down the audience, it is easier to tailor the branding to those specific customers. Without narrowing it down, the branding will feel all over the place (Faustino, 2025).
Original Target Audience
Children, young adults, and middle-aged passionate sports fans who are community-oriented, loyal, and looking for an affordable entertainment option.
New Target Audience
Sports fans who are seeking to fulfill:
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Community Oriented – The fans want to support their community and a team they love with like-minded people.
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Entertainment – New and old fans will be watching an entertaining sport.
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Belonging – Hockey is for everyone, so everyone will feel a sense of belonging.
Color Consistency
Feedback Received
The color scheme on the business card is in rectangular shapes, while the previous use of the color scheme was in triangle shapes. It was advised to be consistent with using the triangles when showcasing the color palette.
Feedback Evaluation
The critique was helpful because something felt off in the original mockup of the business card. The rectangles felt off-brand when compared to the previous use cases, which were triangles.
Actions Taken
The feedback was taken into consideration. The rectangular boxes were replaced with triangles to showcase the color palette on the business cards. Using repeated, consistent brand elements will build strong brand recognition amongst consumers. It also conveys a sense of trust and professionalism. The consistent brand element will also foster fan loyalty due to the emotional connection it can create (Wong, 2024).
Original
New
Website Readability
Feedback Received
Using a golden border and white text on the website had some readability issues. Adding more contrast would be beneficial.
Feedback Evaluation
The feedback was helpful because, upon closer look, it was a bit difficult to read the text on the light background. Adding in more contrast was valuable advice.
Actions Taken
The feedback was taken, and changes were implemented. The readability of the website is of utmost importance. By adding contrast, the website became more legible. Using links provided on the UCLA webpage, the Stingers' website was able to pass the contrast tests. (Brand guidelines, n.d.).
Original
New
Animation
Feedback Received
The storyboard for the animation is somewhat overcomplicated. Sometimes, less is more, and the overall feel of the animation does not effectively convey how it addresses the need.
Feedback Evaluation
The feedback was helpful. When designing the animated logo, the need was not initially considered. It was a great reminder that the need should be the focus, and the animation should fulfill that need.
Actions Taken
The feedback was taken into consideration. Envato states that to create an effective logo animation, a buildup is needed, and it should tell a story. It should also match the brand identity (Logo animation, 2024). The Stingers' focus is on affiliation. To fulfill this need for community, the animation showcases the scorpion being built to fully come together as one. It's showing that the fans are all connected to the team. This is different from the original storyboard which didn't initially tell a story.
Original Storyboard
Final Animation
Looking Beyond the Logo
Feedback Received
Reliance on the logo to speak for the brand should be avoided.
Feedback Evaluation
The feedback was helpful. The input requested that the Sin City Stingers incorporate more elements, rather than just adding a logo to various assets. It made sense since the brand should be able to stand on its own even when the logo is not present.
Actions Taken
The feedback was taken into consideration. The vision board was revisited to see what items from it could be incorporated into the brand. The vision board was the idea behind the brand identity, expressing the brand's personality and values. It essentially communicated who the Stingers are and what they stand for. Using the brand voice and tone was also a different way to identify the Stingers, aside from the logo (Julizar, 2025). According to Pavlou, utilizing the brand's color palette, typography, and patterns can help establish a brand's visual identity even when the logo is not present (Pavlou, 2024). Utilizing elements such as the triangle color palette as a border and the stars as design elements add more to the brand beyond the logo.
Examples
Social Media Header
Feedback Received
The social media header felt a bit unbalanced with the logo right in the middle.
Feedback Evaluation
I agreed with this feedback and found it to be helpful. Balance was not a factor taken into consideration when this design was created. Once it was pointed out, it was clear to see.
Actions Taken
The feedback was taken into consideration. Research was conducted on what exactly made the balance feel off. It was the visual weight. A visually heavy, or larger, element will attract the eye. Elements that are higher in the composition are perceived to be heavier (Bradley, 2014). Using the information learned about what makes an element heavy, it's easy to see that the logo is significantly smaller than the typography. It's also lower than "Together," which makes it appear even lighter. To combat this imbalance, the tagline and logo were rearranged.
Original
New
About this section
Self-Assessment
This section contains self-assessments made throughout this branding project.
Team Name
The Question
Does the team name need to reflect the need of the brand?
Design Thinking
The team's name does not immediately call attention to the need it's solving — affiliation. Instead, it seems to be fulfilling the need for stimulation. It does not seem necessary for the name to fill this need because other brands aren't clear in their values through their names.
Actions Taken
The team name remained the same. After conducting research on sports names, it is common to include a mascot and location in the team name, which helps establish roots (Barron, 2019). The Sin City Stingers focus on affiliation and forming a community. By having the city's alternate name (Sin City), it allows members of the community to feel included from the get-go.
Team Name
The Sin City Stingers
Logo Border/Shield
The Question
Is the border/shield necessary for the logo? Is it adding anything to the branding?
Design Thinking
In the ideation stage, badges, borders, and shields were fully explored. While the shields give a trustworthy look and are common in sports logos, was it necessary? The badges and borders gave a vintage feel and made it look complete; however, it also felt constrained and cluttered. The essential elements were listed: the scorpion, the team name, and the canyon. Everything else was scrapped, and more ideation ensured
Actions Taken
The shield and badge feel of the logo felt vintage and welcoming; however, it made the logo overly complex and constrained. It is essential for logos to be simple and straightforward. Logos need to be versatile so they can adapt to different situations (6 reasons, 2025). By discarding the shield and external border and keeping only the necessary elements, the logo became simpler and felt more versatile.
Original Concepts
Final Logo
References
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
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/
Bradley, S. (2014, December 12). Design principles: Visual weight and direction. Smashing Magazine. https://www.smashingmagazine.com/2014/12/design-principles-visual-weight-direction/
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Brand guidelines | accessibility | color & type. (n.d.). UCLA. https://brand.ucla.edu/fundamentals/accessibility/color-type
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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/
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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
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Logo animation tips – How to elevate your brand with an animated logo. (2024, June 7). Envato. https://elements.envato.com/learn/animated-logo-tips
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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/
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Vargas, M. (2024, October 9). Affiliate marketing strategies slogan ideas. https://blog.boon.so/affiliate-marketing-strategies-slogan-ideas/
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Wong, J. (2024, December 30). The importance of consistency in branding. Forbes. https://www.forbes.com/councils/forbescommunicationscouncil/2024/12/30/the-importance-of-consistency-in-branding/
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