Over the past couple of months, I have been working on re-branding the Southern Oregon Rollergirls to Southern Oregon Derby (SO Derby). Why rebrand? The Southern Oregon Rollergirls league members believe that re-branding would enhance the league values, which is to encompass and encourage diversity and inclusion. SO Derby is also meant to be the umbrella branding tool to house the various teams including the Juniors Team, the Women's Team, and the newly added Men's Team. Furthermore, there is a recent movement within other roller derby leagues to revitalize the sport to be perceived professionally; other professional sports don't have gender pronouns in the team name nor have iconography/imagery associated with the sport included in most sports branding and identity.
During the design process, I came up with various sketches and designs--starting out by completely simplifying the logo to be easily recognizable and versatile for many uses (print, web, merchandise, etc). Another goal for the logo was to embody the league values (league, team, self), reflect the sport and the surrounding community, and still reference the old SORG logo. SORG/SO Derby is a huge supporter and ally for the LGBTQ community and I wanted to have a logo that we could use to show our support. So far the best part about the logo is that the league can easily reproduce by hand-drawing it on posters, banners, etc. For me, this makes it easy for fans to show off their SO Derby love! The new SO Derby logo is now officially featured on WFTDA (Women's Flat Track Derby Association).