Royal Rooks Brand Identity

The Royal Rooks are a team of friends who formed a competitive chess team in high school and continued to refine their skills in national competitions. The Royal Rooks name stems from the members calling themselves “Rooks,” after the chess piece.

The Royal Rooks logo signifies royalty, resolve, and competitiveness in chess. The logo features the rook chess piece, which sports two gemstones that embraces the idea of royalty behind the team.

Brand colors and typography follow the same concept; The purple embodies royalty and a bold entrance for the team. The blue represents the team members’ calm, collected and reliable nature. The orange represents the competitive fire inside the hearts of the Royal Rooks. The typeface chosen for display uses, like in headers, is IvyPresto Display Bold. The typeface for body copy and common usage are various fonts from Neue Haas Grotesk Display.

This project consists of a 15-page identity guidelines book. The book showcases a comprehensive identity system build for the Royals Rooks which encompass a logo, brand colors & typography, business card, envelope, letterhead, and a team hoodie.