What is HPA?
HPA is a short term for Hartman Performance Academy. Hpa is an academy that teaches children professional football at a young age. It has certain short term classes such as a two day training session for 39,- euros. The team there is made of a professional footballer playing for BURNLEY FC, And two footballers playing for CVV and JODAN BOYS. Together these three boys create the training team of Hartman Performance Academy.
I got to work for these gentlemen because one of the trainers used to be a classmate of mine. He was reminded that I work in the graphic design sector and so he contacted me. Throughout this case study you will see how this went.
The Branding
My role was to make a logo for their new startup company “Hartman Performance Academy”. They were low on time to get a logo since they wanted to print my logo onto their shirts for an upcoming fotoshoot. In total I had four days to make a logo for them and send it. So I immediately went to work on this project.
They already had specifics that they wanted in their logo. It needed to become a mix of two references that the client sent through. You can see the references below. He wanted a combination of the two and after that I worked on two versions for the client.
The proposals
I sent in two proposals to my connection within the HPA. You can see them below. The first version shows a bit more what they wanted. A clean nice and kind of straight version of their logo, with the footballer in the logo as a contrast instead of the block within the A. To use that free space in order to show the footballer. They also sent in the message that their business name was “Hartman Performance Academie” So I asked within the proposal if this was correct.
I also wanted to make a second proposal that was a bit different. Ofcourse with a different football pose. I wanted to see if I could make it more dynamic by having the football be shot throughout the logo. It is a bit more abstract but I still enjoyed the “Ball through the logo” concept and seeing as these were first “Sketches” I thought it would be best to not overly perfect either one.
Handling feedback
I got message back that they really enjoyed version one, it’s cleaner, nicer, less abstract and better understandable. Also since reference two was the “Head” of the company they really wanted this in their design. All they asked for is if it was possible to get a yellow color into the logo, since their shirts (Which they are printing the logo on) also had a yellow color on it. They wanted it to match to this sports shirt and they continued to send through what the logo would be printed on.
Final presentation
After the feedback I worked on changing and perfecting the design so it would be perfect for them. Creating two versions, one where it fully said their name “Hartman Performance Academy” and one logo where is says “HPA”. Then I focused on creating mockups from the shirts so it best shows the way the clothing would look when the logo was put on the clothing.
Version one - Original colors
Version two - Black & Yellow (Request of the client)
Version three - Blue & Yellow
Final choice & Result
After being presented with the three versions they chose to go with the third version. This was now supposed to be converted in order to be placed on their shirts for the photoshoot. So I sent my files through & that was the finish of the project. Below here you can see how it came out on the shirts!
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