As the oldest continual archery club in the United States, Lincoln Park Archery Club requested a refresh of its logo and identity. The club had little more than their more than 30 year old gold lion logo mark and black color scheme. The client wanted to retain their gold lion idea, but wanted it updated to reflect a modern touch and classical feel at the same time. The logo design was thus a fresh start combining this existing element, with a new, classic font, and color scheme utilizing secondary colors pulled from a standard archery target. Additionally, the client wanted the logo to include a subtle callout to Chicago.
Club member exclusives were requested in the form of pins, shooting shirts, patches, member cards and additionally, a social media presence.