AFL Philadelphia Soul Team Identity

When Jon Bon Jovi became team owner for an Arena Football League expansion team, he looked to our Gameplan team to develop the identity for the Philadelphia Soul. The Soul quickly became one of the league’s most successful and recognizable franchises while breaking AFL all-time team merchandise sales. We chose a unique color palette of graphite grey, sky blue and rich black, which gave the Soul a memorable team brand identity. Additionally, we created the Soul’s field graphics, stationery system, program covers, media guides and inaugural season “kick-off” elements.