Goalview is a personalized video portfolio service founded by Mauricio Baena that helps high school athletes showcase their skills for college recruitment and professional opportunities. The platform focuses on giving athletes a way to visually prove their ability rather than relying on descriptions or stats alone. The logo needed to feel confident, athletic, and adaptable so it could anchor not just the brand identity, but also the business card design that followed.
Mauricio came in wanting a wordmark that felt modern and sporty without leaning into obvious or overworked sports clichés, which made symbolism inside the typography the core challenge. I explored several directions before embedding subtle soccer references directly into the letterforms, using negative space and geometric shapes to imply a soccer ball shape without relying on a literal soccer ball illustration.
The final logo feels distinctive and flexible, setting the visual foundation for the website experience and the business cards while giving Goalview a mark that works across every touchpoint.