How to redesign a legendary brand while maintaining its authenticity
Logo
After all, SoloMedia was required to do a little more than just update the logo.
Rebranding goals
- update the visual representation of the CSKA brand;
- to make the design more modern, suitable for the style and lifestyle of fans, but to preserve the authenticity and recognition of the sports club;
- to collect the necessary base for the production of content in a single style;
- simplify brand communication with the audience and optimize its user experience in different channels: on the website and on social networks.
The complex of completed works
The work started according to the classics of the genre. The team conducted a marketing study of the sports environment and the market, new trends and preferences of modern fans. We built and tested several hypotheses, after which we proposed three solutions: radical, conservative and weighted average.
The client chose the second, conservative option, and based on it, we developed the main creative concept.
Since we decided to abandon radical changes with the client in order to maintain the club's recognition, the SoloMedia team carried out a cosmetic facelift of the CSKA visual, getting rid of excess. In particular, the logo design has been simplified. The old logo existed since Soviet times and was very bulky, with a lot of details that overloaded perception. The new design made it "clean" and accentuated.
Visual positioning
The energy of color has been preserved in the best traditions of Russian sports aesthetics. We just added shape and clarity to it. Geometric elements combined with contrasting colors have turned into a visual flow that literally conveys dynamics and upward movement towards victories.
Corporate identity and brandbook
To solve the problem of producing content in a single style, we have developed a brandbook in which we have prescribed all the main points on the design and visual communication of the brand. At the same time, they immediately offered options for business cards, badges, awards, banners and brochures.
The design of the seal and the paperwork were worked out separately. The next step was to update the branded space and products: T-shirts, CDs, etc. stationery. You can rate below how stylish the merch turned out to be.
Presentation video
Even a concise 30-second video is worth more than a thousand words. That is why we chose the most suitable video format for the presentation of the updated brand and the unity of sports clubs — and this was the task we faced.
All the work was done using computer graphics and simulation. At the exit, the client received a dynamic informative video about all four disciplines of CSKA: hockey, football, volleyball and basketball. United under a single CSKA brand.
Website
The Solo Media team has created a completely new brand platform for CSKA. We have developed the structure and content of the site in such a way as to reflect the depth, philosophy, values and breadth of specializations of the largest Russian sports club.
As a result, the client received a digital space with a stylish appearance and a progressive user experience.
A single style for communication channels
It is difficult to imagine social media promotion without an integrated approach. Therefore, in addition to a single visual that is organically suitable for a specific audience, we have modeled a global content strategy. At the same time, they immediately offered examples of stylized graphics for the categorization of content and advertising creatives.
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