New Jersey Steel Tip Dart League, Arlington Dart League, Launches New Website and Brand Identity System
04.29.19 – North Arlington, NJ – New Jersey Steel Tip dart league, Arlington Dart League, the 5th longest-running steel tip dart league in New Jersey, is proud to announce the launch of its newly designed brand identity and league website.
Arlington Dart League Launches New Brand Identity System
At the launch of this rebranding initiative, we set out to create a seamless, evolutionary update from the current identity, to a more modern identity that also delivered immediate recognition and connection to the league. The well-known capital ‘A’ (representing ‘Arlington’) at the heart of Arlington Dart League identity, has been a popular and highly recognized visual staple throughout the NJ/NY dart league circuit dating back to the leagues’ founding in 1996. Therefore, it was important to keep in mind the strong and consistent history, presence and legacy of the Arlington Dart League, while factoring in the exciting vision and future of the league throughout the redesign process.
The final result is a bold, visible, and highly differentiated brand identity that stands out from the crowded world of dart league logos containing dartboards, bullseyes or three darts indicating a180. The capital ‘A’ was retained and redesigned with the negative space in the center of the ‘A’ forming a dart with its tip pointing upward to where the triple 20 would be located on a dartboard. Further, the use of blue and red was retained but also updated by utilizing brighter values, and expanding the color palettes to include secondary and tertiary/supportive colors.
What the New Identity Represents.
The new design captures the excitement and purpose of the league, the strength of the brand, as well as accuracy, fierceness, and talent of the league players. Proportional spacing allows the logo to be easily reproduced and maintain its legibility at small sizes when applied to various mediums and materials such as printed and embroidered shirts, baseball caps, forms, documents, flights, posters, and websites.
“While several fundamental principles and strategies that serve as the foundation of darts will never change, there have also been many advances, changes within the world of darting and dart leagues over the past 5-10 years. As a league, we strive to be at the forefront of recognizing those changes and advancements to benefit league players and league sponsors, and anyone who visits the ADL website. Now, our brand identity better reflects player and sponsor expectations, our purpose and aspirations”, said Pat Brennan, President, and Founder of the Arlington Dart League.
“The new ADL identity communicates a renewed sense of energy, enthusiasm recognition, presence, and added value to the players and sponsors, that was designed to also stand out from the crowd in local, state and national tournaments. It’s a powerful and symbolic transition to the next phase of the league” ADL VP of Branding and Marketing, Sean Brennan, said.
Over the next several months, the new identity will be applied to the league’s social media accounts, apparel, email newsletters, and other key brand touchpoints.
Arlington Dart League Launches New League Website and Blog.
Along with the new brand identity, the Arlington Dart League is excited to announce the launch of the completely redesigned Arlington Dart League website. As the most visible and widely used extension of the ADL brand, every effort and thought focused on providing a delightful and intuitive user experience for players and visitors by providing easier access to the content that distinguishes the Arlington Dart League from other dart leagues sites, particularly the in-depth content, new blog, and highly valuable darting resources freely available for download.
“We’re thrilled to provide league players, team sponsors and visitors with the best version of our website to date. By putting our league players at the center of the website redesign process, we were able to provide the players with the best website user experience possible.
Improved features, functions and benefits of the new Arlington Dart League website include:
- Responsive Design: The use of responsive layouts allows the page views to adjust to browser and screen sizes of different devices for an optimal viewing experience on all devices (desktop, tablet portrait and landscape, and phone). No more pinching and zooming your phone screen to read the web page.
- Free Darting Resources: The website contains free, (PDF) downloadable darting resources to help dart players of all levels improve their game
- Better Content: Improved, informative content throughout the entire site. Plus, the addition of A blog, rarely seen on dart league websites, provides league members and dart players from around the world with valuable and helpful content and articles covering all topics related to darts.
- Search functionality: Ability to search the website allowing them to easily find the important league forms, stats, resources, bar locations, and contact information you’re looking for.
- Improved Navigation: Streamlined, intuitive and simplified navigation helping users find what they want quickly and easily.
- Clean User Interface: An uncluttered, consistent user interface and look and feel across the entire website
- Newsletter Sign-Up: Ability to sign up to receive league newsletters and resources
- Photo Gallery: Media gallery of photos showcasing the different league venues and players from all divisions in the league.
Why a New Website?
“To continue to deliver the best dart league website possible, showcase the breadth and depth of value the Arlington Dart league provides to the league players and sponsors, and to live up to the mission of the Arlington Dart League of helping all dart players become better dart players, the redesign and development of the ADL website be a work in progress over the coming months.
The new Arlington Dart League website will provide league players, non-league players, team captains, and dart enthusiasts with access to news, press and media coverage, video highlights and reviews, links to individual and team statistics, photos and the ability to follow the league through social media. Additionally, new content, additional sections, additional free PDF resources available for download, new blog posts, videos, product reviews and much more, will be added on a continual and consistent basis. League members will be notified of any new resources, blog posts, or important league news or updates” said Brennan.
What Would You Like to Read About?
Suggestions, comments or questions?
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Stay Connected.
Follow and stay connected to the Arlington Dart League on Facebook and Twitter, or visit the ADL website to subscribe to the newsletter. for more information and great darting resources. Finally, if you want a chance to win some really sweet ADL SWAG, I invite you to take part in the ADL survey.
About the Author:
Sean Brennan is the VP of Branding and Marketing for the Arlington Dart League. He designed the new ADL identity, the league website, and never hesitates to lookup local dart bars whenever he travels. Sean has been playing darts since he was 15 years old, and forged some of his fondest dart memories at that age including playing in a weekly Luck of the Draw at a local New Jersey tavern with his father, and having the honor of playing against John Lowe. If you have questions or comments about this article, you can email Sean directly or follow Sean on Twitter.