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 men 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 client came to me with the request of making a logo for the company ‘Hartman Performance Academy’ (HPA for short). They were a business that just started out and they wanted to have a logo in order to put on their training clothes.
Together with their request they also sent references for what they wanted and how they wanted it to be designed. You can see through the carousel what the inspiration was for the design of their logo. Images include what they’ve sent & what I had gathered with some of my research.
This was their briefing which they sent along with their designing request:
Based on this their preferences and the images they sent, I went to work and made two proposals, one that is everything they asked and another one that has a bit of variety and is still what they asked, but in a different way.
CLIENT:
“Hey Mart, Everything alright? I got this number from your mother. I’m starting a football academy with two other guys and right now we need a logo in a very short amount of time. Could you possibly help us out? I heard you worked in the graphic design world so if you have the time and want to help we would appreciate that a lot.
Name: Hartman Performance Academie
Colors: Black, white and a light yellow color
I will send fotos as well for the concept we had in mind.
I’ll hear from you what is possible, have a nice day”
Proposal 1
Proposal 2
I sent in the two proposals to my connection within the HPA. 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. Because I wanted to double check. Even though it’s a dutch company, they wanted it turned into “Academy”.
The second proposal that I sent along with the first one 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.
From the two proposals I sent they really liked the first version. It has precisely what they wanted, even down to the footballer silhouette. They chose for me to
continue with this version, but it wasn’t perfect just yet. Because of course they had feedback.
They still missed a yellow color within the design. They wanted something to pop and right now it was just blue. They were also a bit confused about the fact I made two logos when they asked for one. But the logos were meant to be interchangeable. The short versions could be for small places such as pens, front chest logos for shirts and so on. The big logo would be for places with a lot of space. Spaces such as websites, back of a shirt or possibly even coffee mugs.
They also sent through the kinds of clothing they were going to be printing their logo on, so I could see how it would come out and it was perfect because now I was able to show mockups of the logos.
So after the feedback I continued working on this version and was going to make some changes. Small but not unnoticeable.
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
it 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.
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 end of the project. Below here you can see how it was eventually printed on the shirts!
