Briefing
Create a new Visual Identity for TRIBO TEKOKATU, a Brazilian "multisports" team that uses the values of Tchoukball (sport created by Dr. Hermann Brandt in 1979, Switzerland) to work in areas of education, health and sport.
Etymology / Pronunciation
The word "Tekokatu" was chosen by Archimedes de Moura Junior, founder of TRIBO TEKOKATU. In Tupi, "Tecócatú" means "Peace". In Guarani, it means "live correctly" and "good life". These meanings are fully in line with Tchoukball, which is known as the "Sport of Peace".
"Tekokatu" is an oxytonic word (the last syllable is stressed). So, its pronunciation is "tekokaTU". "Tekokatu" has a simplified name as a nickname: "Tekô" (also oxytonic - pronunciation: "teKO").
Both words, when pronounced correctly, represent the same team.
About the old logo
The old brand, developed by Melissa Kassner, presented a joke with the letters, giving a dynamic to the name. The letter “K” is the great center of the logo, with the letter “O” representing a ball and the letter “A” a Tchoukball Frame. However, the brand became quite old and its type doesn’t correspond with the most modern concepts of design. Also, it's hard to read "Tekokatu" because a letter "K" is missing and people read "Tekoatu". So, it was understood that the reformulation of the brand was necessary.
Creative Concept
Sport Brand
TRIBO TEKOKATU has a sport brand to represent in any and all sports activities that participates or promotes. This alternative has the same elements as the institutional brand, but within the shape of a crest, a common element to represent a sports team.
Cobranding
Symbol
The brand has a very strong symbol: the letter O, which represents the philosophy of TRIBO TEKOKATU. Sometimes, the symbol may replace the main brand and the crest.
