fresh Logo and braNd set tHe tonE for gaisf’s neW era
GAISF enters an exciting new era with a striking new logo and brand-style designed to reflect the globality and dynamism of the organisation.
The new logo was commissioned following the unanimous decision of members at the General Assembly in Aarhus to change the name of the organisation to the Global Association of International Sports Federations.
After considering designs from a number of leading agencies the brief was awarded to Jose Miguel Tortajada Aguilar, the highly creative and experienced Barcelona based designer. His simple but highly effective logo and brand-style makes a powerful impact and instantly identifies the organisation – the prime purpose of any logo.
Here Jose explains the process of developing GAISF’s new style.
Q&A with José Miguel Tortajada Aguilar, the creative director behind the new GAISF logo
Why is a logo important?
A logo is essential for any entity to exist. It needs an identity and a presence which differentiates it from the rest. A logo as an image, or symbol, must be able to reach the client, and help ensure their loyalty. A logo summarizes the idea of what the organisation is and what it does. A logo is a stamp of quality, values, and service.
So, what makes a great logo?
A great logo should be simple and “memorable”. It must represent the values of the identity and defend all questions associated with the image.
To be memorable, it must “print” itself in the mind and differentiate itself from its competition.
So far as the GAISF logo is concerned, what were your objectives?
My aim was to create a logo which transmits sports values that denot collaboration, dynamism, diversity, elegance, clarity, modernity, unity, exchange, and friendship.
What was your inspiration?
I was inspired by what’s called the “Swiss Design” from the 50s era, which is basically typographic.
Its beginnings were based on the ideals of modernism and constructivism: seeking simplicity and order, and prioritising comprehension and organization.
And what was the rationale for the logostyle?
It is basically a typographic idea. We have created a brand new code with a pronounced character.
The letters are divided in a “fixed” black zone, contrasting with another in colour, which can be applied also as a dynamic zone.
We have put a special emphasis on the letter “G” as in “GLOBAL”, tipping the “G” slightly to imitate the natural inclination of the earth.
We’d like to take ownership of this idea as our “key visual”.
Why did you select these particular colours?
Colour is one of the most important elements in communication for any brand identity.
The palette of colours used for GAISF is inspired by the colours of the Olympic Rings interlaced together, representing the five continents of the world.
Why does the colour purple feature ?
The main colours of the new GAISF logo are drawn from those featured on the Olympic flag which incorporates the five predominant colours of the flags of the world in 1914 when it was created.
But things move on. The world of sport is changing along with the world itself. There are new countries on the map of the world, new colours in their flags and new sports which have become part of the Olympic Movement.
The GAISF logo contains a sixth colour to reflect our world today. The stylish purple was chosen to symbolise continuing evolution in global sport and GAISF’s central role in it.
Members can download artwork for the new logo here