Visual Direction / 01
Nordic University
Basketball Team
A new basketball team for a university in a Nordic city known for science, oceanography and biology.
The visual direction needed to balance the confidence and energy of a sports team with the university's academic identity and connection to its Nordic environment.
the concept
“A UNIVERSITY WITH A BASKETBALL TEAM —
NOT A BASKETBALL TEAM THAT HAPPENS
TO BELONG TO A UNIVERSITY.”
The university's academic identity became the starting point for the visual direction. Rather than relying on familiar sports-brand conventions, the system draws from the Nordic landscape, oceanography and biology, while using typography to introduce the strength and confidence expected from a basketball team.
inspiration
design rationale
ROOTED IN SCIENCE.
BUILT FOR COMPETITION.
The style guide draws inspiration from the university's Nordic location, coastal landscapes, and connection to nature. It is designed for student athletes, supporters, and the wider university community, with the aim of presenting the university's academic identity before its sports programme. I used a predominantly monochromatic palette of blues to create harmony and connect the brand to oceanography and the Nordic environment, while Deep Sea Teal reflects biology and the natural world. Rather than introducing a highly contrasting sports colour, I chose to express strength and competitive energy through Bebas Neue. Inter supports the academic side of the brand and keeps longer information clear and readable.
colour palette
Primary Colours
Secondary Colours
typography
Primary Typeface
Bebas Neue
ROOTED IN SCIENCE.
BUILT FOR COMPETITION.
Tall, condensed grotesque sans-serif chosen to establish sports team confidence and athletic structure.
Body Typeface
Inter
“Inspired by Nordic landscapes and driven by academic excellence, the team represents strength, discipline, and unity both on and off the court.”
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Highly legible, neutral geometric sans-serif that references academic reporting and supports deep reading.
readability & accessibility
Light Application
Coastal Discipline
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 10.89 : 1
Passes WCAG AAA requirements for normal and large text.
Dark Application
Coastal Discipline
Stoneware and wool compositions represent the natural textures of the local university biology campus.
Contrast ratio 10.89 : 1
Passes WCAG AAA requirements for normal and large text.
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