Sorry, say that again please, a ‘language-agnostic’ brand identity?
Visual Identity
Branding
A truly borderless mission
The Sports Effect was set up with a mission to deliver transformational Sports for Development programmes aimed at helping displaced peoples integrate in their host countries.
Sports are inehrrantly ‘language agnostic’. They can bring people together and, for a short while, a shared understanding is formed without the need for words.
We were tasked with creating an identitiy that can take on the same role.
We landed on a system that acts like a multi-lingual morse code, shifting to reflect the communities it’s used in while always retaining a recognisable silhouette. The wordmark is recognisable in any language and new ones can be created as The Sports Effect's reach grows. Currently languages of the 10 most displaced peoples are represented.
The colour pallette is taken from the brightly coloured bibs and equipment used in grass roots sport. This equipment is used to draw new boundaries for the purpose of firendly sport; a divide that also unites.
Patterns are formed with the score marking and type to create kinetic background and layouts. The motion system applies to animated content as well as static. It all connects back to the positive ripple effect sport has on communities and the brand over arching message: ‘Together Through Sport”.
