Milwaukee Torrent FC

Brand Design

The Project

We worked with the Milwaukee Torrent in 2020 to develop a new brand identity that better represents the history of both the club and the city of Milwaukee. We decided that the main symbol for the brand should be an anchor to symbolise the connection the city has to Lake Michigan and as a symbol of strength moving forward. The visual identity of the club is based around a mix of both traditional German colors and typography, to symbolise the large Germanic population in the area and the history of the city. Beer also plays a large part in the story of Milwaukee so it was important to create a visual connection to that. In our case the influence of classic German beer labels on the typographic treatment for the branding.

Milwaukee Torrent