The goal was to elevate SR with a visual identity that felt energized. I didn’t need to reinvent the wheel with their logo, it just needed evolving into something that looked more exciting and dynamic, so it wouldn’t look out of place next to partner brands. I couldn’t wait to play with the geometry of the logo to see what was possible. I experimented with a few different angles, weights and curves, and the results felt more in line with the aesthetic of a sports brand.

 

The new colour palette was inspired by hues found in football, swimming, gyms, go-kart tracks and golf. The original red felt lost and tired, so I wanted to energise it by dialing up the saturation to a neon shade. I changed the primary shade to indigo so the brand visual comms wouldn’t be overpowered by the new red shade. For the supporting graphic elements, I experimented with different motion blurs to reference the movement and energy of sports. Once layered with colour gradient maps featuring the new palette, these gave a lux aesthetic that worked really well for visual comms without detracting from the messaging.