Sport Zone
Sport Zone is a Portuguese sportswear and sporting goods retailer founded in 1997. This fictional rebranding project started from a personal interest in exploring how the brand could develop a stronger and more contemporary visual identity.
The aim was to bridge two sides of its audience: established sports enthusiasts and a younger generation that embraces sportswear as part of everyday streetwear and lifestyle. The challenge was to create a visual language that feels energetic and relevant to both, while remaining accessible across different ages and backgrounds.
The typographic system combines a sans-serif typeface with a monospaced counterpart. The contrast between the two brings together a more contemporary and digital character with a more familiar and straightforward feel, while keeping the overall identity clear and consistent.
The colour palette keeps orange as the brand’s signature colour, but shifts it towards a brighter and more vibrant tone. A range of greys provides a neutral base, allowing the orange to stand out and remain a strong visual element throughout this new, more energetic identity.
The website adopts a structured grid derived from the geometric principles of the logo, extending its visual logic into the digital environment. Typography and colour become key elements within this framework, combining the contrasting typefaces of the identity with the brand’s signature orange as a recurring accent against a neutral palette. A minimal approach keeps the focus on the products while allowing the visual language to remain expressive, creating a balance between classic and contemporary, simplicity and irreverence.
The new logo takes inspiration from the idea of a “zone” as a confined space or area defined by boundaries. This is combined with the visual language of sports fields, using their lines and geometric divisions as a starting point for the design. A custom geometric system was developed from these references and used to shape the lettering, giving the wordmark a distinctive and contemporary character. The system also allows the wordmark to work in different arrangements and configurations, as well as in an abbreviated version that becomes the brand’s new typographic symbol.
PREVIOUS LOGO
Rather than reinventing the brand entirely, this rebrand builds on its existing equity, simplifying and refining its visual language to create a more confident, flexible and contemporary expression of Sport Zone. The resulting system brings a Sport Zone that feels familiar and yet renewed.
YEAR:
TYPE:
PHOTOGRAPHY:
2024
BRANDING
SPOT ZONE & TOM MORBEY