Project Brief
I had the opportunity to create the logo and develop the brand identity for Safekicks. SafeKicks is a binational brand with the goal of promoting discrimination-free recreational spaces while upholding a culture of respect, communication, diversity, and inclusiveness.
Roles
Graphic Designer
Project Specifications
Duration: 8 weeks
Tools: Illustrator
Understanding the Brand and the Client's Objectives
Safekicks has a primary objective of promoting access to a variety of inclusive and discrimination-free sports and recreational activities. They uphold values like Diversity, Inclusion, Safety, Respect, Empathy, Health, Collaboration, Growth, Creativity, and Innovation. Consequently, the client aimed to ensure that their logo and identity design reflected their spirit.
Initial Concepts
Throughout the initial conceptualization phase, I explored diverse ideas, from incorporating a circular element symbolizing unity and sports to integrating a shield conveying a sense of safety.
Second Round of Concepts
Following the client's feedback, we streamlined the concepts to five. The client expressed a favorable inclination towards incorporating a circle to signify unity and sports, while the strength of the shield concept was comparatively less pronounced. Additionally, the integration of lines effectively conveyed the essence of sports and movement, aligning well with the Safekicks vision of encouraging individuals to stay active and engage in exercise.
Final Concept and brand identity
The ultimate approved design harmoniously resonates with Safekick's image and core values. The encircling element around the word signifies unity and sports, while the dynamic lines embody movement. Moreover, the chosen colors symbolize diversity and inclusion.
