Highline Premier of Burien, Washington has updated its look as 2012 gets underway. Today the premier youth soccer club put out the new logos and a press release explaining their new directions.
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Highline Premier Press Release
SEATTLE (January 30, 2012) – Highline Premier FC is pleased to unveil its brand update that better reflects its new direction for the program that commenced in summer 2011.
The brand update incorporates over six months of conceptual design, refinement and development to establish both a crest and a wordmark that better align the visual elements of the club and its programs to its new strategic goals and priorities. As a first step on the brand update, the location of the Highline Premier FC website has been changed to http://www.highlinepremier.com and its content revamped. Subsequent brand updates will flow this spring into the club’s new training and match kits, spirit wear and gear for the Highline Development Academy program as well as the recently-launched HIGHLINE JUNIORS program.
The first and most important change was to place Highline first, foremost and central to the club going forward, replacing the 4-letter acronym. This change reflects a priority that the club exists to serve the community of Highline Soccer and surrounding communities. This is now central to all brand elements. The second prominent text element change is the introduction of the ‘Driven by Player Development’ above the crest. This reflects that, in all activities that Highline Premier undertakes, excellence in player-centric development (both in terms of instruction and personalized player roadmaps) is prominent and above all else.
Highline Premier required that the new crest reflect the uniqueness of the club’s developmental experience relative to the greater youth premier soccer community. There was a desire to have the crest be unique at first glance and not another more traditional, cliché shield crest, circular crest or oval crest. The club sought to avoid the traditional boundaries and limitations of these design elements … similar to Highline Premier’s approach to the delivery of its instructional program that are original in design, avoid developmental barriers and stretch the traditional boundaries.
With these design elements in place, imagery was selected that had particular meaning to our community. The mountain view that is central to and in the foreground of the crest is one each of us experience upon departure by air from Seatac Airport, the Northwest’s busiest travel hub that resides in the community we serve. The use of the mountain imagery also reflects that the developmental journey each of our members undertakes in the club or through its programs takes time but is one worthy of pursuing and reaching one’s personal ‘summit’ in the game and as life lessons.
The colors selected for the Highline Premier brand continue the tradition of using the palette of the Highline Soccer Association’s blue/red/white while providing interesting new shades and accents colors of gold and silver-grey.
The final brand element centered on the creation of Highline Premier’s new word mark which would be capable of standing alone as well as being integrated within the club crest. A custom font was commissioned to reflect the uniqueness of the Highline Premier developmental experience. The wordmark’s use of a ‘heavy’ font communicates the underlying strength …“the heft and substance” … of the Highline Premier program experience, the amount and quality of training offered, the caliber of coach-educators, the soundness of the underlying curriculum and the depth and sophistication of the personal player roadmaps the club creates for its members.
Highline Premier is excited to unveil its brand update to its community and turn the page on its next chapter for Highline youth soccer and for the club’s current and future membership.
About Highline Premier FC
Highline Premier Football Club, based just south of Seattle, Washington USA, is the official advanced development club of Highline Soccer Association (HSA). HSA is comprised of five member clubs dedicated to promoting the game of soccer through programs and play options that serve over 3,000 youth in the Highline area of West Seattle, West Highline, Sea-Tac and Des Moines/Midway. Highline Premier provides the highest possible level of professional technical, tactical and skills development training to qualified youth players, assisting them in fulfilling their potential as highly skilled and capable players and creating opportunities for them to play at the highest levels, both in the state and beyond, commensurate with their abilities. Highline Premier players learn the necessary life skills to obtain future success whether it is in athletic competition or the professional work place. The Highline Premier community of players, coaches, staff, club volunteers and member families endeavor to be good stewards of the sport of soccer and to the community in which they live. To learn more, visit http://www.highlinepremier.com.
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