WHAT WE DID
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The fortified town
Norway hosted the World Cup in Orientation 2019.
A great event in every way, but characterized by limited financial means.
There was a clear need for a smart and strong visual identity, which could give a powerful signal effect, as efficiently as possible.
Starting point: “The official orientation symbol, used to mark posts in the trail.”
An international symbol created for optimal contrasts and maximum visibility.
A strong symbol, with extremely rapid recognition power in Western cultures.
Previously used in a variety of logos, with varying degrees of success.
Despite the widely used symbol, it has not previously been taken out in its purest form — as the central element of a communication.
We wanted to change this.
The concept “Powerful meeting point” was developed.
· Where nations meet
· Where the performer meets the audience
· Where man meets nature
The visual identity was built around a dynamic interface: the orange cut — a symbol of the meeting point.
It was then passed on to a visual system, consisting of simple and powerful elements, which allowed for variation in use.
A dynamic identity with great recognition power.
It clarifies both the sport, the event, the athlete and nature.
A powerful frame for a very successful event.