A Brand Identity Worthy of the G.O.A.T.
Identity, Brand Guidelines
Muhammad Ali was a one-of-a-kind, larger-than-life figure who meant as much to Louisville as Louisville meant to him. So, when the city renamed its international airport after The Greatest, we were thrilled to be included in the design and implementation of the new identity. Using recognizable iconography of Ali, along with a red color palette and other subtle nods to the city of Louisville, we created an identity that celebrates both The Champ and his hometown. Combined with distinctive typography, these elements form a look and feel that is both bold and gentle – just like the man himself.