El Paletero

Custom logo badge for a San Diego legend Bill Walton

ROLE
Logo Badge Design, Custom Lettering, Brand Application

INDUSTRY
Sports, Events, Culture

Created for the inaugural National University Bill Walton Classic, the badge celebrates one of basketball’s most recognizable personalities and his lasting connection to San Diego. The identity brings together the energy of the game, the character of the city, and the unmistakable spirit Bill Walton brought everywhere he went.

The badge is built around event building silhouette, framed by palm trees and Walton’s iconic arms-raised pose. Custom lettering gives the mark a bold, expressive voice, while the layered construction creates the presence of a traditional sports emblem with a personality all its own.

Designed for the scale and pace of a live sporting event, the badge maintains a strong silhouette across arena screens, court graphics, signage, digital media, and merchandise. Its compact structure and clear hierarchy allow it to remain recognizable whether displayed overhead or reproduced as a small embroidered patch.