unsung

A modern identity built for the teams that put in the work—without the headlines.

Unsung was designed for the grinders, the playmakers, the ones who move the puck, set the screen, block the shot—then head back to the bench like it’s nothing. The idea was simple: build a sports brand that celebrates team over ego. We didn’t want another lion head or flaming letter. We wanted movement. We wanted honesty. We wanted to build something for the players who make the difference but don’t always get their name in lights.

The result is a squiggled script mark that reads as both “unsung” and as a literal path—tracking the chaos, rhythm, and momentum of the game. It’s kinetic. It’s weird. It’s alive. Paired with a secondary Helvetica system and a toolkit of diagrammatic strokes (inspired by whiteboard symbology and coaching shorthand), the brand captures the essence of team sports from the inside out.

From breakaway posters to graphic systems that explain hockey with pure lines, Unsung redefines what a modern team brand can feel like—fast, humble, and sharp. Because breakaways don’t just happen. Somebody made that pass. Somebody backchecked to make that play possible. Somebody else did the work.

This one’s for them.