A New Logo System
Originally known as “The Bucs Store” in South Tampa, Heads and Tails stocked gear for all major Florida sports teams despite its name. It eventually earned the name “Heads and Tails” thanks to the iconic FSU vs. UF rivalry, but new owners wanted to evolve the brand into something truly inclusive, no longer tied to any single team.
We reimagined the brand based on the classic sports coin toss with the new tagline “Champion Your Team,” and designed a logo system blending collegiate block lettering with baseball script, anchored by the shape of Florida to unite all in-state teams. From minimalist typography to coin-emblem monograms, the versatile system is adaptable to many applications.
COLLATERAL AND STORE SIGNAGE
A refreshed logo and tagline deserved an equally updated storefront. To draw in customers, we redesigned the exterior signage with a clean black and white palette, letting the vibrant team colors truly pop against it.
To avoid extra licensing hurdles, we developed window banners and street flags in the new collegiate typeface, but rendered in each team’s signature colors. This approach advertises the full range of gear inside while keeping the core brand identity bold yet neutral.
COMMUNITY GROWTH
With the refreshed identity now shining across the storefront, shopping bags, apparel, and collateral, Heads and Tails fully reclaimed its spot as South Tampa’s premier destination for local sports gear. The company has earned multiple “Best of the City” and “Best of South Tampa” awards, and the shop continues to rally the local community—championing every team and every win.
We hired the C3 team to help rebrand our business and we couldn't be happier with the results. The entire team is timely, and most of all friendly. The pricing provided was fair and all of the collateral we purchased from them was the highest quality!”
Stephen Sherman,
Co-Owner
