B/R Branding — David Garcia Design

DAVID GARCIA | Design & Art Direction

B/R BRANDING & PORTFOLIO BRANDS

2019/2025, BRANDING

A collection of brand systems developed for Bleacher Report — each built to give its respective property a distinct voice while feeling part of a larger ecosystem. From logos and color palettes to motion and tone, each identity was designed to stand on its own yet contribute to the broader BR universe.

Client: Bleacher Report

B/ R Brand Refresh

2024 / ONGOING
ADDING SOME DEPTH TO THE BRAND

As B/R continued to evolve, the brand needed a more flexible system capable of supporting an increasingly diverse range of stories, audiences, and cultural moments. We refreshed the core identity to expand its creative range while maintaining the bold, recognizable character at the heart of B/R—building a more versatile foundation for how the brand could show up across content, platforms, and experiences.

PROJECT CREDITS: Project Leads & Brand System: David Garcia, Dylan Lathrop | Design: David Garcia, Dylan Lathrop, Tiauna Smith, Luis Domingo, Hiroki Okura | Motion Design: Tiauna Smith | Creative Direction: R. Smith, Mark Dayao

We focused the refresh around three core elements: typography, color, and logo expression—evolving each to give B/R more range while maintaining a cohesive and recognizable identity.

Typography

Druk our primary typeface established a bold, unmistakable voice for B/R, but relying on a single typographic tone limited the brand’s ability to shift with the stories we tell. Introducing a serif expanded that range, creating opportunities for a softer, more editorial voice—both as a counterpoint to Druk and as a distinct expression on its own. The result is a more nuanced typographic system without losing the impact of the original identity.

Color

The color system was refined into a more cohesive palette designed to create consistency without limiting expression. A defined set of colors became the foundation for intentional pairings and gradients, allowing the brand to shift in tone across sports, stories, and moments while maintaining a clear visual connection across everything we create.

Logo Expression

The logo system was expanded into a flexible framework that allows the mark to evolve with the content it represents. Defined levels of expression create clear boundaries for when and how the logo can transform, balancing consistency in everyday applications with greater creative freedom for original programming and cultural moments.

Core Expression

The standard logo and primary brand expression. Used in the majority of applications with no structural modifications.

Enhanced Expression

A flexible extension of the core logo that allows for color shifts and overlapping graphic elements while maintaining the original structure.

Expanded Expression

A highly customized expression reserved for special moments, allowing for more experimental treatments under direct design guidance.

B/ R KICKS

2019 / 2023
BRANDING A COMMUNITY OF SNEAKERHEADS

A full rebrand of B/R Kicks aimed at capturing the energy and accessibility of sneaker culture. The goal was to move beyond exclusivity and create a brand that felt authentic, playful, and rooted in the community it represents.

The identity leans into imperfection — hand-drawn doodles, custom emojis, and bold type — reflecting how fans interact with sneakers and streetwear in everyday life. From live events to social storytelling, every element was designed to feel lived-in, expressive, and unmistakably part of the culture.

Graphic System

Executions

2023 Update

A refined evolution of the B/R Kicks identity — simplifying the visual language to feel cleaner, more editorial, and adaptable across platforms. The update maintained the brand’s playful DNA while introducing a sharper layout system, calmer palette, and a focus on balance between lifestyle storytelling and product detail.

PROJECT CREDITS: Design Lead: David Garcia | Design: Tiauna Smith

B/ R W SPORTS

2024 / BRANDING WOMEN SPORTS

Brand identity and launch system for B/R W, Bleacher Report’s women’s sports vertical. The goal was to create a visual language that carried the energy and confidence of the BR brand while introducing a tone that felt fresh, balanced, and distinctly its own.

The logo takes inspiration from an upward-trending graph — a nod to the rapid rise and growing influence of women’s sports — while the broader system pairs bold typography and expressive motion with soft gradients and fluid gestures. Together, these elements form a visual identity that captures both power and progress, expanding how women’s sports are seen, covered, and celebrated.

PROJECT CREDITS: Design Lead: David Garcia | Design & Motion: Tiauna Smith | Creative Direction: R, Smith

Graphic System

Early Explorations

Color Palette

Brand Gestures

Executions

GRIDIRON

2019 / BRANDING

A bold, no-nonsense identity for B/R Gridiron, Bleacher Report’s home for NFL storytelling. The visual system draws directly from the geometry of the football itself—cropped, cut, and reassembled into a modular grid that powers everything from layouts to motion. The result is a brand that feels fast, brash, and unapologetically football, built to live across social, editorial, and Broadcast.

PROJECT CREDITS: Brand identity & Merch: Dylan Lathrop | Brand Guidelines / System: David Garcia | Motion Design: Max Carrow | Creative Direction: Tim Moore, R. Smith

Graphic System

Executions