3*1*CREW Brand Refresh
Identity and Apparel Design
client
client
3*1*CREW
details
The Chicago-based supporters’ group of Columbus Crew SC looked to refresh their brand after the successful grassroots #SaveTheCrew movement kept the MLS team in Columbus. Taking inspiration from the team logo, the primary 3*1*CREW logo is distinct through its shield carrier and use of Chicago’s signature six-point stars. A secondary wordmark alludes to the Chicago flag via its horizontal stripes, and both were put to use on pieces of supporter apparel, including a scarf, a pullover and a t-shirt playing up an inside joke. From an idea by club co-leader Mike Reynolds, a flag was developed to echo the Chicago flag using both cities’ skylines.
![](https://cdn.myportfolio.com/198579e004e2eeacf6d8448a3e69a6b0/4f6c8bca-7c71-4f8f-a0cb-94fb0109d61e_rw_1920.jpg?h=5b25bb5dec33b6d331719a0c914c8838)
Primary and Secondary Logos
![](https://cdn.myportfolio.com/198579e004e2eeacf6d8448a3e69a6b0/94c169a1-0bf1-494c-8612-fbe4539fe7a2_rw_3840.jpg?h=310216111e3105be3628f77f2713b078)
![](https://cdn.myportfolio.com/198579e004e2eeacf6d8448a3e69a6b0/0e16e895-02e3-44e4-b970-e8aa93ba208b_rw_1920.jpg?h=d06d8fdb4b19868e9bec0bfd8a5b30f1)
Scarf, 1-Color Pullover and T-Shirt Designs
![](https://cdn.myportfolio.com/198579e004e2eeacf6d8448a3e69a6b0/c728078c-b629-4dfd-906f-04f28aae2d18_rw_1920.jpg?h=3962a2ac76835acad46ce9108abb94d2)
Flag Design, featuring the skylines of Chicago and Columbus