London Cavaliers
Visual Identity | Team Kit
4 minute read
When the Thames Valley Cavaliers decided to rebrand as the London Cavaliers, they sought a fresh, contemporary identity that would better connect with their audience while establishing a unique identity distinct from the NBA’s Cleveland Cavaliers.
Their ethos centres on developing and showcasing British basketball talent, with a focus on fostering a community spirit around game days, social media, and a strong merchandise presence. This rebrand was my first sports team project, and I approached it with the same mindset as working with music artists: building a sense of belonging and pride within a community.
Objectives:
Create a Distinct Identity: Move away from associations with the Cleveland Cavaliers and establish a unique, authentic brand.
Foster Community: Build a strong following and community spirit, particularly around game days and social media.
Enhance Merchandise Appeal: Develop a versatile identity set that translates seamlessly into merchandise, encouraging fans to proudly display their support.
Design Impactful Team Kits: Deliver striking kit designs that embody the Cavaliers' ethos of "prepared to risk all" paired with a sense of style.
All photography by Carol Moir @caroljmoirsports
The rebranding process began with in-depth conversations with the team to understand their goals and values. From these discussions, we identified the need for a flexible visual identity that would excel across social media, merchandise and team apparel.
Icon and Typography:
The new identity retained and updated the Cavaliers’ sword icon, modernising it to align with the team’s contemporary direction. I incorporated a typographic approach using a sharp, modern sports font with geometric nods to sharp edges, ensuring the typography felt cohesive with the icon.
Flexible Identity Set:
To meet the team’s diverse needs, I developed multiple variations of the identity, including:
A traditional sports badge/crest for official use.
A casual script font for the team’s nickname, "Cavs," which adds a relaxed, fan-friendly touch.
Modular design elements for social media, allowing for engaging posts and dynamic layouts.
Merchandise Design:
With the goal of creating a strong merch collection, I designed adaptable identity elements that could be used for:
Bold t-shirt prints.
Subtle embroidered details.
Repeat patterns for accessories. This approach ensures the merchandise appeals to a wide audience while maintaining brand consistency.
Kit Design
While researching cavalier swords, I read a description of a LARP sword: "...inspired by the cavaliers of the 1600s, imitating their reckless attitudes and rich sense of style." This resonated deeply with the team’s ethos, inspiring kit designs that balance a bold, "prepared to risk all" attitude with standout visual appeal.
I provided a range of layout and pattern options, and while the supplier made minor tweaks, the final designs closely reflect my work. The kits have been well-received by players and fans alike, embodying the team’s spirit and style.
All photography by Carol Moir @caroljmoirsports
All photography by Carol Moir @caroljmoirsports
Kit Design
While researching cavalier swords, I read a description of a LARP sword: "inspired by the cavaliers of the 1600s, imitating their reckless attitudes and rich sense of style." This resonated deeply with the team’s ethos, inspiring kit designs that balance a bold, "prepared to risk all" attitude with standout visual appeal. I provided a range of layout and pattern options, and while the supplier made minor tweaks, the final designs closely reflect my work. The kits have been well-received by players and fans alike, embodying the team’s spirit and style.
All photography by Carol Moir @caroljmoirsports
All photography by Carol Moir @caroljmoirsports
The rebrand has successfully established the London Cavaliers as a distinctive and contemporary British basketball team. Key outcomes include:
Enhanced Community Engagement: The versatile identity set and social media assets have fostered a stronger connection with fans, creating a sense of belonging.
Increased Merchandise Sales: The adaptable designs have translated into a popular merch collection, with fans proudly displaying their support through apparel and accessories.
Positive Reception of Kits: The bold and stylish team kits have been widely praised, reinforcing the Cavaliers’ ethos on and off the court.
This project demonstrated the similarities between branding for sports teams and music artists, particularly in building community and identity. It was rewarding to see how the visual identity contributed to uniting the Cavaliers family and providing fans with a sense of pride. As my first sports team project, it was a challenging yet exciting opportunity that expanded my design approach and expertise.
The London Cavaliers rebrand is just the beginning. The flexible identity ensures the team can continue to grow its presence, both in the UK basketball scene and beyond. I’m excited to see how the Cavaliers’ brand evolves and proud to have played a part in their journey.
Go Cavs!
