FanThreeSixty rebrand

Author Brye Payton, University of San Francisco

Posted: May 2, 2016

Designing a brand is a thorough process to influence the success of effort in designing a brand. Sport innovations went through the re-branding stage of the design process which was a “natural evolution” said company executives (Fisher, 2014) to undertake the future success of the brand. To reposition a brand, an organization or team must undergo the simple design principles and create an identity of the brand which has a positive attachment to determine the future success of the brand through brand attributes (Malkewitz & Bee, 2014). Altogether, FanThreeSixty was created.

Re-branding is an important factor that is used to help reposition a brand design in a different manner that benefits the sport product. Sporting Innovations went through the process of rebranding its brand to FanThreeSixty to “reflect who we are” said Robb Heineman, Chief Executive and Co-Owner (Fisher, 2016).

The process of rebranding reflects on the nine perceptual design principles and from analyzing FanThreeSixty’s new logo, three designs were implemented: Degree of Order, Color, and Figure/Ground Relationship (Malkewitz & Bee, 2014). FanThreeSixty’s logo represents the degree of order that signifies a balance of color, harmony of the logo name, and function to show clients that the brand is in symmetry of the design (Malkewitz & Bee, 2014, p. 93). The color blue symbolizes loyalty, stability, and depth which in turn show the usefulness of the FanThreeSixty logo with the dark and light shades of blue to attract attention (Malkewitz & Bee, 2014, p. 94). And because of the different shades of blue, their logo represents a strong figure/ground relationship with the logo’s background which makes it stand out (Malkewitz & Bee, 2014, p. 94).

The FanThreeSixty platform offers analytic functions to identify behaviors to help teams, leagues, etc. (Fisher, 2016). Through brand design, identifying the brand after the principles are established is important for FanThreeSixty to manage and present their products to their customer in an appealing and consistent manner (Malkwetiz & Bee, 2014, p. 101). In order to be successful, one must utilize the process of brand designing to create competitive advantage. FanThreeSixty developed the design process to help create brand identity and build brand equity to re-position the brand to gain competitive advantage and found success through its new brand and logo.

The future and success of a brand comes from developing brand equity through attributes that signifies the brand as unique, favorable, and with strong associations (Gladden, 2014, p. 8). FanThreeSixty managed to create success through three of the eight attributes: Success, Management, and Logo. FanThreeSixty turned a negative association (illegal altercations) to a positive and deepened their relationship with their key clients such as the U.S. Tennis Association to signify their success. With the help of management, FanThreeSixty was able to have an oversight of the creation of the logo which built a unique, favorable and a strong brand that signals positive association and identity (Dalakas & Rose, 2014, p. 120).


Reference List

Dalakas, V., & Rose, G. (2014). Developing brand identity in sport: lions and tigers, and bears oh my. In M. P. Pritchard, & J. L. Stinson (Eds.) Leveraging brands in sport business (pp. 109-122). New York, NY: Routledge

Fisher, E. (2016, January 18). Sporting innovations bases new brand on lead product. SportsBusiness Journal, 18(38). Retrieved from

Gladden, J. (2014). Brand equity: Management and measurement in sport. In M. P. Pritchard, & J. L. Stinson (Eds.) Leveraging brands in sport business (pp. 3-20). New York, NY: Routledge

Malkewitz, K., & Bee, C. (2014) Undertaking successful brand design in sport. In M. P. Pritchard, & J. L. Stinson (Eds.) Leveraging brands in sport business (pp. 89-108). New York, NY: Routledge

About Brye Payton, University of San Francisco

Newly located to the Bay Area, Brye is a current graduate student at the University of San Francisco in their Sport Management Program. Graduating from the University of Arkansas with a degree in Sport Management with an emphasis in Sport Marketing along with a Minor in Finance, Brye pursued an internship in Marketing and Fan Development with Arkansas Athletics while gaining experience as a Finance Assistant with the College of Education and Health Profession at Arkansas. Currently, Brye is working at True Capital Management in Client Relations and Accounting in San Francisco while increasing his knowledge on the business side of Collegiate and Professional Sports. You can connect with Brye via, and @bryepayton13. This article is an edited version of a paper Brye prepared for Dr. Michael M. Goldman’s Sport Marketing class at the University of San Francisco.

IImage by Trey Ratcliff, "...and the SF Giants!", Accessed via Creative Commons license.