Sport · Brand identity, kit, motion
Brand identity for sport.
A league, a team, a race, a shop that sells the gear. Sport is loud, fast and photographed from every angle, and the brand has to hold on a kit at full sprint, on a scoreboard, on a bib pinned on crooked and on a phone screen in a stadium.
Work so far: Prism League, a women's basketball league in Orlando; Trizon Timing, which keeps the clock for endurance races in Mexico; Küspert, a sportswear retailer in Passau; and a concept for the Baku 2015 European Games.
What matters here.
01It has to move
A sports brand is seen in motion more than at rest. For Prism League the mark is a prism that splits light into the team colours, and the same beam runs on the kit, the court signage and the films. For Trizon the whole identity is one line, the shape of a body leaning into speed.
One line, every size
The mark goes on an app icon and on a stadium wall the same week. It is built on a grid so it keeps its tension at both, and it is tested as an embroidered patch before it goes anywhere else.
The kit is the brand
Players wear it, fans buy it, photographers shoot it. I design the kit with the same three colours as everything else, and I sit with the manufacturer on the mesh, the binding and where the seam runs.
Fast, cheap, on a bib
A race number is printed in a hurry, pinned on crooked, soaked and photographed at speed. That is the hardest test of a mark, so it is the first one I run.
Work in sport.
02
Questions.
03Do you do the kit and merchandise as well?
Yes. Jersey, shorts, warm-up, the number set, the fan range. I hand over vector files with the right seam allowances and work with your manufacturer on samples.
We are a league with several teams. Can one system cover all of them?
That is exactly what a league identity is for: one mark and one set of rules, and room inside it for every team to be itself. For Prism League the palette carries the light and each team gets its own share of it.
What about motion and social media?
Logo animation, lower thirds, score graphics and templates for Instagram and TikTok are part of most sports jobs. The brand is seen on a phone in the stands before it is seen anywhere else.
Can you make a custom typeface?
When the job needs it. For Prism League the wordmark grew into a whole alphabet, Prism Wide, so the numbers on the kit and the type on the court speak the same way.
What does it cost?
After the first call you get a fixed quote for the scope we agree on. No price list, and no surprises on the invoice.
How fast can you deliver for a season start?
Tell me the date. The first directions come as early as possible so that the kit can go to the manufacturer in time, and the rest follows in order of what the season needs first.
A league, a team, a race? Write to me.
Two sentences are enough: what it is and by when. The rest comes out in the conversation.
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