A hypothetical rebrand of NBA player Luguentz Dort. Currently a member of the Oklahoma City Thunder.

2. LUGUENTZ DORT
EXPLANATION OF CHOICE
I chose Luguentz Dort (also known as Lu Dort) for this
project because I am fascinated by him and his young
career. To go from being undrafted in 2019, to becoming
one of the cornerstones of the Thunder franchise in such
a short time is an incredible feat. I admire his effort on
the court and his willingness to never back down from
a challenge. As one of the top defensive players in the
league, Lu Dort is often given the assignment of guarding
the best player on the opposing team. He shows no fear
and has improved his game every season thus far in his
career. Lu Dort is loved by Thunder fans and NBA fans
around the world. As a young player with a bright future
and a rapidly growing fanbase, creating a brand identity
for Lu Dort seemed to be the perfect choice.

3. Black logo on white background White logo on black background
Flag of Canada Flag of Haiti
DORT Traced
OFFICIAL LOGO
The logo for Lu Dort is comprised of three distinct
elements:
•
DORT symbol
•
Maple leaf from the flag of Canada
•
Royal palm tree from the coat of arms/flag of Haiti
The DORT symbol is a clean, abstract symbol that spells
out “DORT.” Each letter is traced in a different color in
the “DORT Traced” image to the left. The maple leaf on
the top left represents Lu Dort’s Canadian nationality
and upbringing. The Royal palm tree on the top right
represents Dort’s Hatian heritage as his parents were born
and raised in Haiti prior to moving to Canada.
LOGO

4. COLOR PALETTE
The color palette has been developed for Lu Dort’s brand
identity. Pantone, CMYK, RGB, and Hex Code references are
shown to the left.
The color palette consists of black, blue, sunset, and white.
The specific blue is from the flag of Haiti to honor Dort’s
Hatian heritage. Sunset is one of the official colors of the
Oklahoma City Thunder, Lu Dort’s first and current NBA
team.
COLORS
Black
Pantone:
Black 6 C
CMYK:
60,60,60,100
RGB:
0,0,0
Hex Code:
#000000
Blue
Pantone:
PMS 293 C
CMYK:
100,69,0,4
RGB:
0,61,165
Hex Code:
#003DA5
Sunset
Pantone:
PMS Warm Red C
CMYK:
0,92,100,0
RGB:
239,59,36
Hex Code:
#EF3B24
White
Pantone:
Bright White
CMYK:
0,0,0,0
RGB:
100,100,100
Hex Code:
#FFFFFF

5. TYPOGRAPHY
Orbitron Black
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Good Headline Pro Extd News
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
Good Headline Pro Extd News Italic
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
Good Headline Pro Extd Medium
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
Good Headline Pro Extd Medium Italic
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
1234567890
TYPEFACES
Orbitron Black serves as the font for all headers and as
the primary font in most graphics. Only uppercase letters
should be used with Orbitron Black in most situations.
The typeface family FF Good Headline serves for every
other usage when Orbitron Black is not applicable. The
four main fonts used from the FF Good Headline family are
shown to the left.

6. SOCIAL GRAPHIC
Dort Storm Graphic
SOCIAL MEDIA GRAPHIC
The Dort Storm Graphic is an example of a graphic that
can be used for various social media channels such
as Instagram and Twitter. Currently optimized for an
Instagram post, this graphic could be resized for an
Instagram story. This graphic intends to portray the
energy Lu Dort brings to the court fused with storm and
lightning imagery related to the Thunder.
After a great performance by Lu Dort, this graphic would
be posted with a caption such as, “Storm is brewing
🌩⛈🌩” implying that although Lu has been playing well,
he has even more to prove and to offer. “Dort Storm” is a
catchy phrase that has the potential to become a common
hashtag or caption whenever Lu Dort is playing well.

7. Created by Ryan Rubenstein