Briefing
Create a new visual identity for Brazilian Tchoukball Association (ABTB), the entity responsible for the regulation of sport in the country.
About ABTB
ABTB was founded in 1999 in Sao Paulo, Brazil, and affiliated to the FITB (International Tchouball Federation) since 2000, more than 12 teams affiliated and almost 100 players. ABTB organised the last Pan American Championship, which took place in São Paulo, in July 2022.
Renewing the brand is a big step for ABTB, which wants a brand that represents all stakeholders, get more relevance in Tchoukball around the world and shows the pride in representing Brazil.
Problems of the old logo
Hairline: difficulty in applying the logo to materials.
Typography: an old font.
Information: much information for a logo.
Representativeness: represents the Association and the sport, but a squad nor players.
Colours: the logo doesn't represent a nation.
Design Strategy
This is about an association that represents Brazil in Tchoukball. So, the new brand should have elements that refer to Brazil like the colours of the Brazilian flag (green, yellow and blue).
GREEN: Health, Balance and Growth
YELLOW: Joy and Optimism
BLUE: Trust and Harmony
Tchoukball is a team sport. So, the new brand should represent teams (Women and Men) and a Sport Association. Below, some examples of brands that represent sports in Brazil.
It's important to make a search brands from other countries as a reference.
Also, I got some references of brands that represent teams around the world.
What are the differences between Tchoukball and other sports
Tchoukball Frame
Tchoukball Frame is an exclusive equipment for practicing the sport.
The Sport of the Peace
Through a letter, the United Nations recognises Tchoukball as the Sport of the Peace.
Supports Education
Tchoukball is considered by UNESCO as a sport of great pedagogical value.
Fair Play
Tchoukball encourages sports ethics through honesty and respect.
Conclusion
The recommendation is the ABTB brand should be a traditional sport crest with Brazilian colours and Tchoukball differentials that represents all the ABTB's stakeholders, not only a part of it.
Creative Concept
Comparative
(Brazilian Sports Federations)
Comparative
(Tchoukball Sports Federation around the world)
