Studio Brief 1 – Logotype - Contextual Research

Basketball / Sports Brand Contextual Research

To gain contextual research about similar brands I visited SportsDirect. Within the shop there were big brands such as Adidas and Nike, who supply basketball equipment and clothing amongst others. 

Basketball Trainer

I found that shoes were separated into brands which meant each section had large signage above the products. I also found that brand names were positioned on the tongue of trainers as well as across the side. However, in the case of Nike the logotype was not used on the side of the shoe in this way, instead their recognisable tick stretched out across most of the shoe.

Adidas price label

Brand logos were also found on price tickets and labelling.

Dunlop Basketball

While looking at basketballs I found that whole logotypes are printed across the balls rather than just a logo. When designing my own brand logotype I will have to take into consideration the curved surface of the ball, as this will alter how the design is seen. 

Adidas vest

Adidas vest lining

On clothing the brand is often placed on the front of the garment , however the size can vary. Logotypes are also found inside the clothing as 'labels' and as linings (see above). In my own work I must make sure that my logotype works at various scales in order to be effective and clear across a range of goods.

Where would the brand be seen?

- Basketballs – a large visible logo type across the ball 

- Shoes – displayed on the side of a trainer, inside the shoe and on the tongue

- Basketball hoops – brands are usually situated towards the corner of the backboard

- Point of sale displays – this is where the product will be displayed in a shop which may include display price tags and signage

- Clothing - Vests, T-shirts, Shorts, socks – labels and tags inside the garment, maybe across the front of training T-shirts, small branding on game vests

- Packaging – bags, boxes, labels and tags

At games – courtside billboards?