Graphic designer David Tann, a Sandy Springs resident, created a new logo for the city’s women’s basketball team, the Atlanta Dream.
Tann’s logo was the first change in the brand’s identity since the team’s inception in 2008, but he is not new to graphic design. The 39-year-old designer has worked with companies like Abercrombie and Fitch, OshKosh, Bath and Body Works and Hallmark.
Tann, who now runs his own design company called Tantrum, said he was contacted by the Women’s National Basketball Association around Thanksgiving last year, and had until this February to complete the design. He worked with a team of designers to come up with the design in a matter of weeks.
“The identity hadn’t been touched in 10 years,” Tann said. “So it’s time for a refresh, time to do something, different time to wake the market up.”
Tann and his team chose a color palette that reflects the team’s ideas, such as energy, strength and loyalty. The logo consists of five colors, with Dream Red, Dream Dark Grey, Dream Light Grey and Dream White acting as primary colors. Atlanta’s original Dream Light Blue will be used as an accent color in the star. Dream Red is also a unifying color of Atlanta sports.
According to Tann, the design needed to incorporate a basketball, so that it could be immediately recognized internationally. In addition to a basketball, the new logo brings together images related to the team and Atlanta. The rising phoenix symbolizes the city’s rise from the ashes of the Civil War to become a world city, and the shooting star ties the Dream back to its roots.
Co-owners Mary Brock and Kelly Loeffler announced the changes at a press conference held at the Dream’s new arena, the Gateway Center Arena at College Park.
“The WNBA Atlanta Dream has long been at the forefront of expanding the platform for women’s sports,” Brock and Loeffler said. “With the majority of consumers having an interest in women’s sports, but only 5% of sports media coverage, we are working to ensure we highlight the relevance of the Atlanta Dream with a modern brand. Coupled with the agenda of promoting diversity and inclusion, we felt it was timely to update our brand platform to highlight the opportunity to demonstrate support for women consumers and athletes.”
The new logo and color palette will accompany the Dream in its move to the Gateway Center Arena in College Park, along with a new court design and updated uniforms to be revealed in advance of the 2020 season.
Tann said he is proud of the design, and hopes that younger generations can realize there are more opportunities in sports.
“A lot of people of different ethnicities or minorities, they don’t know that these jobs exist, so you can’t know that you want to be something if you never know that that’s a possibility,” Tann said. “That’s been my mission as I’ve gotten older, just letting kids know there other ways to get to the league and it doesn’t have to be on the court.”
The Atlanta Dream’s 13th season in the WNBA begins in May, and Atlanta holds the No. 4 pick in the 2020 WNBA Draft. The organization, which will play its home games at the Gateway Center Arena College Park, has qualified for the WNBA Playoffs in nine of its first 12 seasons. The Dream are currently taking deposits for the 2020 season tickets with early purchase discounts and a free hat with each ticket purchased.