Contextual Sports brand Analysis
Spalding
Key Values / Vision / Mission
- Team
sports specialists
- ‘continual
and professional product development for the benefit of the true needs of the
player’
- ‘top
product quality and optimum functionality’
Analysis
The increased
weight of the letters makes the logotype bold and create impact, evoking a
powerful presence. The joining of the ‘S’ and ‘P’ into a ligature creates a straight
line which the eye naturally follows. Ligatures within the rest of the logotype
are created by joining serifs together which is effective in creating a flow
between forms. This combined with tight kerning evokes a sense of togetherness
and team play within the logotype. The use of a serif font suggests heritage
and a professional, quality product. Serif fonts are usually quite refined and
formal however the increase in weight and use of angular serifs creates a
modern and confident brand. The curved edges of the logotype make it look curved
directing the eye along the name and creating a dynamic feel to the brand. Also
when the design is placed on a ball it does not distort instead it adapts to
the curvature of the surface.
Nike
Key Values / Vision / Mission
- ‘bring
inspiration and innovation to every athlete* in the world (*if you have a body
you are an athlete)
- Sustainable
innovation ‘accelerating towards a low carbon growth economy’
Analysis
The slant of
the type creates a sense of movement forward which reflects the activity within
sport. The bold, black font which is all in capitals creates a dominant and
powerful looking brand creating the sense of being the best. The minimal
kerning reduces white space between the letters further emphasising the blocky
impact of the design. The tight kerning and straight edges within the logotype
create a sense of precision and detail. The use of an angular sans serif font
gives the logotype a modern, edgy feel which is appealing to their young
audience.
Wilson
Key Values / Vision / Mission
- ‘at
the heart of sports history’
- ‘influential
and intimately involved in shaping the games’
- ‘originator
of breakthrough technologies’
- ‘produced
legendary classics’
Analysis
The use of red
for the logotype suggests energy and passion which is needed within sport whilst
also creating a sense of warmth within the brand. The use of the lowercase serif
type creates a more curved style in comparison to the other brands. The use of
serifs creates a classic feel however joining letters in this way creates a
personal feel to the brand. The link
between the ‘ils’ has a written quality which is fluid and loose which could
reflect movements within sport. However, it also resembles a signature giving
the impression it is a seal of approval for good quality products.
Baden Sports
Key Values / Vision / Mission
- ‘anticipate and satisfy what our
customers want and to respond with speed, quality, innovation and authenticity’
- ‘passion drives every decision’
Analysis
The use of the
star in the ‘B’ creates an association with doing something well which within
the brand creates an impression of striving forward and being the best. The
italics creates a sense of speed which reflects their aim to develop products.
The varied stroke width gives a calligraphic appearance to the logotype with
the lowercase letters all similar in width and form. This creates consistency
within the logotype and evokes a sense of precision and quality.
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