by abduzeedo
Explore Paul von Excite's clever branding and logo design for Ballpark. A fun, modern identity with a subtle nod to baseball.
Remember Marvel App? Murat Mutlu, who founded it, is back with a new venture called Ballpark. And guess who he tapped for the branding and logo design? None other than Paul von Excite, the same designer who worked on the Marvel App logotype back in 2016. It’s always cool to see creative partnerships rekindled.
Ballpark itself is a tool designed to streamline feedback on everything from product questions and marketing copy to designs and Figma prototypes. Fast, high-quality feedback is the name of the game.
The Design Brief: Modern, Fun, with a Hint of Baseball
The project kicked off with a fairly open brief. Murat wanted something modern and fun. Given the name "Ballpark," there was also an invitation to subtly reference baseball, but without letting the theme take over completely. The goal was a fresh identity, not a sports brand lookalike.
Early Ideas and a Creative Spark
Paul von Excite’s first approach leaned into capturing the baseball vibe directly through typography. While it hit the mark thematically, it missed some of the desired "fun" element and felt a bit too literal. Sometimes the direct route isn't the most interesting one.
Back to the drawing board (or, more accurately, the doodle pad). Paul stumbled upon a neat idea: a bouncing ball concept. He noticed how a double 'l', if flipped upside down, created a unique loop. Combine that with the circular counter inside the letter 'p' – which could visually act as the 'ball' – and suddenly, there was a clever, unique way to hint at baseball without being obvious. This felt much more aligned with the branding goals.
From Sketch to Vector: Refining the Details
With the core concept locked in, it was time to translate the doodle into a proper logotype. Paul sketched several variations, playing with different weights (bolder, thinner), mixing cases, and exploring how the double 'l' could connect and flow.
After reviewing the roughs, one sketch stood out. This chosen direction was then refined into a more detailed drawing before being traced into a digital vector format. Vectorizing allows for easier fine-tuning. Paul noted the initial vector felt a bit flat. He revisited an earlier, bolder sketch, incorporating some of its vertical weight (but toned down) to add just the right amount of depth and playfulness.
The refinement stage involved tweaking the double 'l' loop further for better balance and removing the connecting stroke on the letter 'k' for a cleaner look. It’s these small adjustments that elevate a good concept to a great logo design.
The Final Polish: Authenticity Meets Refinement
Interestingly, Paul decided against over-polishing the loops in the final logo. He liked the touch of authenticity from the slight imperfections, creating a nice contrast with the cleaner, more refined sans-serif letters elsewhere in the wordmark. This balance gives the branding a unique personality.
Don't Forget the Icon
With so much visual interest packed into the unique double 'l', it became the natural choice for Ballpark's small display icon. Paul made a few minor tweaks to the end tail of the loop to ensure it worked perfectly as a standalone mark. It’s a smart use of a distinctive brand asset.
Takeaway
Paul von Excite's work on the Ballpark branding and logo design is a great example of how a subtle conceptual nod can be more effective than a literal interpretation. It finds that sweet spot between theme and function, creating a modern, fun, and memorable identity.
Want to see more of the process and other projects? Check out the designer's portfolio.
Designer Credit: Paul von Excite (https://www.paulvonexcite.com)
