The fortified town

Challenge

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Norway hosted the World Cup in Orientation 2019. 

A great event in every way, but characterized by limited financial means. 

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There was a clear need for a smart and strong visual identity, which could give a powerful signal effect, as efficiently as possible. 

Solution

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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.

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Result

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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.

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