Chicago Bears

Brand Identity Guidelines


Design Direction, Layout


To refresh and renew the existing guidelines, the Chicago Bears needed an updated Brand Identity Guidelines that represented the franchise in new way. These guidelines were newly distributed to their partners. Same identity — just a fresh way to represent the information.


Utilizing a brave, working-class, no-nonsense typeface and bold positioning of logos and colors, this new book pays tribute to the values of the city and their devotion to the Bears organization.