First and foremost, during the design process I have explored some direction using idea generation techniques such as sketching and mind mapping. This was a fun and challenging task. After my research about the Watford team, I realized that this is more than just a team. Furthermore, the players, fans, and the employees of the team are part of a family. They have been fighting together through the good and bad. Also, the hornet in the logo was so convenient to use. Like the hornets, the team and the whole association are working together to achieve their goals.

The new identity has three main elements. Firstly, the hexagon base that represents the family and home. Furthermore, the hornets’ nest builds up with hexagonal cells hence the reason the badge has this shape. Secondly, a letter mark. The ‘W’ letter mark. During the process I knew I wanted craft a letter mark that can be used on its own and it identifies the team at the same time. Finally, a hornet symbol. As a team called the “Hornets” it was clear from the beginning I will use a hornet in the logo design. I wanted to create something very simple but aesthetically fit for the badge.

This is how I came to this stylized hornet shape. All three elements can also be used as their own, too. In addition to this the solution represents the individuals of the association; However, if any of this is missing from the main badge, it will break the balance. Also, I wanted to design something that is based the old badge that represents the past, and this is the reason I kept the same combinations and the way of use of the colours from the previous design. To support the sharp-edged badge, I have selected a rounded Sans-serif typeface family called Roboto to make it easier to read and digestible.