Scope of Work

Logo Design, Brand Identity, Merchandise Application

Project Overview

I developed a proposed 65th Anniversary branding concept for Framingham Youth Hockey at the request of board members during discussions about a possible anniversary initiative.
The new visual identity pays tribute to the program’s namesake—the Flyers—by celebrating Framingham’s unique aviation history and the WWII heroes who helped shape it.

Historical Inspiration

Central to the new branding is the story of Lieutenant Colonel Norman Leroy McDonald, a Framingham native, accomplished hockey player, and U.S. Army Air Force pilot who flew 249 combat missions during World War II. McDonald, a graduate of Framingham High School, trained in the Civilian Pilot Training Program (CPTP)—a federal initiative in which Framingham was the first town in Massachusetts to participate. Inspired by McDonald's heroics and Framingham’s pioneering role in aviation, the redesigned logo proudly features the iconic Spitfire Mark V aircraft, the same model flown by McDonald in Europe.

Design Deliverables

Primary Logo

A bold, modern design featuring the Spitfire Mark V in flight, symbolizing speed, bravery, and local pride.

65th Anniversary Patch

A commemorative shoulder patch designed for placement on the front of team jerseys, incorporating typography and visual elements that nod to both vintage military insignia and modern hockey aesthetics.

Color Palette

Maintains FYHP’s traditional navy blue, while introducing yellow accents inspired by Framingham’s newly redesigned city seal.

Outcome

The 65th Anniversary project was created to commemorate FYHP's long history and celebrate its connection to the Framingham community. The concept featured a commemorative anniversary patch and supporting branding elements inspired by local aviation history and the legacy of Norman Leroy McDonald. The project generated positive discussion and sought to honor the organization's legacy while creating a visual connection between its past and future.