Wednesday, 19 October 2016

Studio Brief 1 – Logotype - Sports Brand Analysis

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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