GIGA - Global Impact Gymnastics Alliance
Verbal and Visual Brand Identity
Challenge
To create an entire brand identity for a new international professional gymnastics league showcasing elite female athletes. The client wanted to immediately establish the league as a world-class contemporary of other athletic organizations, such as FIFA and NBA, which already have broad penetration. In addition, the brand needed to feel innovative, international, inclusive, and elite.
Brand Identity Evolution ―
Verbal Identity Approach
The naming convention for sports leagues is to use an acronym. We focused on creating an acronym that could be pronounced as a word, much like FIFA. We worked backward from that creative direction to find descriptive terms that expressed the themes we identified with the client. The result is a sticky name with an impactful description - GIGA, the Global Impact Gymnastics Alliance.
Visual Identity Approach
The client felt strongly about incorporating a visual representation of gymnastics and movement in the logo. We used that baseline guidance to develop various themes across the marque and the typography. The image consists of 6 human figures interconnected in a circle and in a seeming cartwheel shape, giving a sense of motion. Each figure is shown in a separate color to reference a sense of diversity and inclusivity. There is a central circle that they rotate around, which is a nod to the” impact” created when people come together around one central belief or principle. The GIGA typography itself is customized to reference the themes further. The curvature of the letters hints at the human figures in the logo, and a subtle number 10 pops out of the middle I and G. We matched these distinctive elements with a unique color scheme designed to leave an impression.
Approach ―
Result
This project went smoothly due to the client’s clear direction and the strong sense of collaboration and leeway that allowed our creative teams to do what they do best. The result is an impactful brand identity that encompasses all of the desired themes and holds it's own with established athletic league names. This design was selected as a Best Artistic Logo Design by DesignRush.
Result ―
