Serving as the University of Kentucky Varsity Letter Association since 1961, the K Club is an elite group of former UK athletes and special honorees from 21 sports who want to stay in the game, cherish their sports commitment, and nurture the legacy they helped create. When K Club asked us to redefine their brand for the millennial generation and develop a 5-Year Strategic Plan and vision for the future, we got to work.
Brand Identity, Vision & Strategic Plan
BRAND STRENGTH TRAINING
K Club is all about tradition, networking and fellowship—each of which plays an integral part in preserving their celebrated legacy in sports. We integrated three horizontal lines into their logo to represent these pillars, while placing the University of Kentucky’s legendary “K” at the forefront of the design. The logo is in the shape of a badge, symbolizing the lifelong journey of varsity athletes and representing the enduring pride in hard-earned accomplishments.
VISION 2022
K-Club’s Vision 2022 and 5-Year Strategic Plan challenges every board member to kindle their own unique spark, chart a course for a meaningful future, and develop the knowledge and skills to achieve it. We worked closely with K-Club to define this vision and create something that would not only serve as an action-oriented game plan, but as an ongoing tool for brainstorming and inspiration as well.