This corporate rebrand for Dick’s Sporting Goods revitalizes the brand with a look and feel that’s reliable, energetic, and athlete-focused. The identity strikes a balance between heritage and modern performance, reflecting the evolving needs of athletes, teams, and everyday movers.
Logo
Website
Brand Guidelines
Social Media
Proxima Nova
DM Sans
Reliable
Energetic
Inspiring
Student Project
Spring 2024
By digging into past brand materials and competitor landscapes, the audit surfaced clear opportunities to re-align the brand. It was time to shift from a utilitarian sporting goods store to a bold, athlete-first experience—one that motivates, connects, and inspires.
The updated logo builds on the legacy of Dick’s Sporting Goods while moving it into a more modern, active future. Inspired by the brand’s historical marks, the new logo refines familiar elements—preserving brand equity while dialing up the energy.
The redesign of Dick’s Sporting Goods aimed to inject new energy into the brand’s digital presence. While the previous site was functional, it lacked the passion and personality that define today’s athletes. The updated experience is bold, dynamic, and inspiring—designed to celebrate movement and motivate action.
