FIBA: FIBA WORLD CHAMPIONSHIP 2014 CORPORATE IDENTITY

Credits & Description:

Category: Logo Design

Advertiser: FIBA

Product/Service: WORLD CHAMPIONSHIP

Agency: OGILVY SPAIN

Managing Partner: Carles Graell (CB'a Graell)

Creative Director: Walter Ochoa (CB'a Graell)

Managing Partner: Noelia López (CB'a Graell)

Account Director: Sandra García (CB'a Graell)

Media placement: Logo & Graphic Environment - Communications collaterals; Merchandising; Poster, billboard, Signposting Etc - 26th January 2012 until 2014



Describe the brief from the client

The next Basketball World Championship will be held in Spain in 2014. The organisation decided to create an image for the event that would show both the Spanish character and the image of basketball and its representation.



Describe the challenges and key objectives



The question to resolve was knowing how to link the excellence of basketball with the Spanish character. The answer to this was in creating an identity that would successfully transmit the values associated with both factors, identifying the event and location. A strong, impressive and recognisable identity.

The creative concept developed is 'The basketball dance'. The fusion of our most universal dance, Flamenco, with the aesthetics of the movements of the sport, becomes the driving force of the communication and the graphic universe.



Describe how you arrived at the final design

The brand is built through a pictorial and colourful interpretation in which the moving hands come together in their fight for the ball. A contemporary image whose concept extends to all applications. An absolutely modern and emotive aesthetic interpretation.



Give some indication of how successful the outcome was in the market

The logo was unveiled with a special contemporary Spanish ballet performance, at a special event in the Spanish capital, on January 26th. From then on the logo is to be used to promote the event which will be held in 2014.