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Safer Sport
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The brief was to break the stigma associated with ‘safeguarding’ in certain areas of the business.
It was seen as boring, compliant, and ‘fun-police’, with misunderstanding within the club, and with external stakeholders, that safeguarding solely applied to children.
To change this the club rebranded as a Safer Sport Department, incorporating player wellbeing and creating a healthy and positive culture of Safer Sport Excellence.
Concept:
As well as the ball/pitch within the logo, the circle represents an individual with the frame representing the protection of the safer sport vision. This can be applied to photography within the graphics. I decided to omit the presence of yellow in the branding to detach it from football by not using the club’s primary colour. However the presence of the canary was still needed to tie into the club.
The heart-shaped graphic comes from the club’s iconography set and serves both a stylistic purpose and a symbol of care.
