Before 2025, The Arby’s Classic took place in Tennessee. After deciding to move the tournament across state lines to Virgina, Fantom was asked to refresh the previous logo. This previous logo was dated and I worked with the team at Arby’s AES Group to completely revamp the branding for the tournament and modernize it to match the vision for the Classic’s next step.

The challenge with this project was to create a simple logo that was effective and memorable. Where the last logo was a bit generic, the aim for this revamp was to add energy and life into the logo matching the energy of the athletes that will be competing in the tournament. This was accomplished by using a simple logo and silhouette and a high energy color scheme to be used not only on the logo but throughout all branded material.