The 2020 WNBA season will look very different for the Atlanta Dream when they tip-off in May. Today, the team unveiled its new home and its new brand, its first change since its founding in 2008. This marks the start of a new era in their identity. With a new home at the Gateway Center Arena in College Park, Tantrum was up for the challenge of helping the Atlanta Dream create their new brand voice and image.
“Never in my wildest dreams would I have thought my career would lead me to have the ability to work on a project of this scope and magnitude, with a group of people so inspiring, and do it all in the city that raised me,” said David Tann, Tantrum’s founder and director at today’s announcement event and brand unveiling.
“It is my sincere hope that when some young girl or boy sees this new identity they are inspired in their own ways. I hope they understand that through hard work and dedication anything is possible. Atlanta is a place where anyone can DREAM. More importantly, it has become a mecca where many people come to make their DREAMS a reality.”
The new logo brings together key elements that highlight the legacy of the city and the team as well as the evolution of the franchise. A fresh color palette will be on full display at their new arena, with a new court design and updated uniforms to be revealed ahead of the 2020 season. It may be a new brand identity of the Atlanta Dream but there’s no denying that when everyone sees the logo they’ll know exactly whose house this is.
(Full press release below)
ATLANTA – The WNBA’s Atlanta Dream unveiled its new brand today, marking the first change in the brand’s identity since the team’s inception in 2008. 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 @ 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.”
Created by local designer David Tann of the Tantrum Agency, the Dream’s new brand is bold and engaging, bringing together key elements of the legacy brand and evolving it to reflect the future of the franchise. A fresh new logo and color palette will accompany the Dream in their move to the Gateway Center Arena, along with a new court design and updated uniforms to be revealed in advance of the 2020 season.
“The Atlanta Dream’s new brand reflects our strong heritage as a city and a team, while looking toward the future,” Dream President and General Manager Chris Sienko said. “Our team worked closely with David Tann to reflect the strength of diversity, talent and athleticism that that all Dream fans and the City of Atlanta can be proud to wear.”
The exciting new primary logo is composed of a combination of icons that relate directly to Atlanta and its history. The rising phoenix symbolizes the city’s rise from the ashes of the Civil War to become a world city. The shooting star ties the Dream back to its roots and is prominent within the formal logo. Finally, the basketball represents the game we pour everything we have into each day. All of these elements, which come together in a badge, will create a commitment to a winning team in an unparalleled city.
The color palette consists of five colors, with Dream Red (representing energy, pride and passion), Dream Dark Grey (a symbol of strength and power), Dream Light Grey (security and reliability) and Dream White (reverence and humility) acting as primary colors. Atlanta’s original Dream Light Blue (unity and loyalty) will be used as an accent color in the star. Dream Red is also a unifying color of Atlanta sports.
Dream fans will see changes across all facets of the organization including the website, all social media channels, merchandise and team communications beginning today.
The Atlanta Dream will tip-off their 13th season in the WNBA in May 2020. 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 will begin taking deposits for the 2020 season on Wednesday, October 23 at 10 a.m., with early purchase discounts and a free hat with each ticket purchased.