CMS Teamwear is the sportswear division of Cobra Workwear, supplying custom kits and apparel to sports clubs across the UK. As the in-house designer, I handled all brand and marketing output for the division alongside my wider responsibilities for Cobra Workwear.
Challenge
The existing CMS Teamwear logo had served the brand for years but lacked the versatility needed to work across the full range of applications — from embroidered kit labels and small-format print through to large-scale outdoor advertising. The brief was to modernise the identity while retaining brand identity and to ensure it could function across all mediums.
Solution
Commissioned by the board of directors to lead a full logo redesign. I developed three distinct strategic directions, each grounded in a different approach:
Label/badge concept - shape derived from the idea of clothing tags and garment labels, grounding the identity in the product itself. This was ultimately selected by the board as the new primary logo.
Star focal point - an adaptation of the original logo, amplifying the existing star motif to create a stronger identity with clear visual hierarchy
Minimal typography - a stripped-back wordmark exploration, testing whether the brand could hold its own through type alone
Each direction was presented on both dark and light backgrounds to demonstrate real-world versatility. The selected logo was subsequently applied across the full range of brand materials.
Result
Following the rebrand, I rolled out the new identity across:
Outdoor advertising - large-format promotional banners using the new logo with geometric brand shapes derived from the badge mark
Targeted print advertising - product catalogues and team-specific pack sheets, designed to be partially templated and customisable per client
Sports kit design - designed sublimation kits and vectorised sponsor logos for application across garments
