Minnesota Thunder
Overshadowed by its fellow professional teams, the Minnesota Thunder lived a quiet life in the Twin Cities – until they came under new ownership from across the pond. A place where football reigns, a pigskin could be an ingredient for haggis, and the word “soccer” is a sin. Minnesota had a soccer team, but it wanted a football club. Capsule was charged with the creation of a new team logo and identity system to signify the steps they were taking to become a team recognized amongst the sport leaders.
![Minnesota Thunder logo design in blue and silver on white background.](https://capsule-us.imgix.net/work/Thunder.logo.jpg?fit=clip&q=80&w=1600)
Once Capsule located where the new logo was to lie within the spectrum, the design team went to work. The colors were updated to a more mature palette of various shades of blue, leaving the bright yellow behind.
![Minnesota Thunder logo design variations in seal, with word mark and singular T.](https://capsule-us.imgix.net/work/Thunder.logo.three.jpg?fit=clip&q=80&w=1600)
The new logo took the shape of a traditional European shield that framed a “T” which was designed to resemble the Thunder God Thor’s hammer while maintaining the letter’s true form. Vertical stripes in the background add depth and act as a visual cue to the shades of a thunderstorm.
![Minnesota Thunder word mark design in color on white background.](https://capsule-us.imgix.net/work/Thunder.logo.wordmark.jpg?fit=clip&q=80&w=1600)
The final design successfully intertwines European aesthetics with America’s modern taste and love affair with their mascots.
![Minnesota Thunder promotional branding posters with two soccer players and season calendars.](https://capsule-us.imgix.net/work/Thunder.posters.jpg?fit=clip&q=80&w=1600)
Testimonial
“We are really pleased with the new identity Capsule developed. We wanted to include our eighteen-year-old history and combine soccer’s traditional roots with a modern, sleek feel.” — Manny Lagos, President, Minnesota Thunder
![Minnesota Thunder branding on male and female tee shirts.](https://capsule-us.imgix.net/work/Thunder.tshirs.jpg?fit=clip&q=80&w=1600)
![Minnesota thunder logo and branding design on soccer game tickets.](https://capsule-us.imgix.net/work/Thunder.tickets.jpg?fit=clip&q=80&w=1600)
Capsule carried over the new color palette and elements from the logo to all of the Thunder’s communication and marketing materials, from t-shirts to website and the managements’ business cards. All aspects of the Minnesota Thunder create a cohesive look.