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Sport Events
Gorilla
Summary
Sports identity balancing event energy with organisational credibility
Scope
◦
Visual Identity
◦
Logo Design
◦
Brand Applications
◦
Identity Guidelines
◦
Motion
Sport Events
Gorilla
Summary
Sports identity balancing event energy with organisational credibility
Scope
◦
Visual Identity
◦
Logo Design
◦
Brand Applications
◦
Identity Guidelines
◦
Motion
Sport Events
Gorilla
Summary
Sports identity balancing event energy with organisational credibility
Scope
◦
Visual Identity
◦
Logo Design
◦
Brand Applications
◦
Identity Guidelines
◦
Motion
Sport Events
Gorilla
Summary
Sports identity balancing event energy with organisational credibility
Scope
◦
Visual Identity
◦
Logo Design
◦
Brand Applications
◦
Identity Guidelines
◦
Motion
Challenge
Gorilla needed an identity that made one distinction clear: it was not another obstacle race or sports event, but the company behind them. The brand had to speak to people looking for challenge, adrenaline and outdoor experiences, while also presenting Gorilla as a credible organisation for companies, partners and institutions.
Obstacle racing relies on familiar visual codes built around grit and extreme-performance aesthetics. Those same conventions define much of Spartan Race’s identity and had also shaped how Gorilla was perceived. The challenge was to retain that intensity without making Gorilla look like another race or fitness brand, while creating an identity flexible enough for a much broader event offer.
Challenge
Gorilla needed an identity that made one distinction clear: it was not another obstacle race or sports event, but the company behind them. The brand had to speak to people looking for challenge, adrenaline and outdoor experiences, while also presenting Gorilla as a credible organisation for companies, partners and institutions.
Obstacle racing relies on familiar visual codes built around grit and extreme-performance aesthetics. Those same conventions define much of Spartan Race’s identity and had also shaped how Gorilla was perceived. The challenge was to retain that intensity without making Gorilla look like another race or fitness brand, while creating an identity flexible enough for a much broader event offer.
Challenge
Gorilla needed an identity that made one distinction clear: it was not another obstacle race or sports event, but the company behind them. The brand had to speak to people looking for challenge, adrenaline and outdoor experiences, while also presenting Gorilla as a credible organisation for companies, partners and institutions.
Obstacle racing relies on familiar visual codes built around grit and extreme-performance aesthetics. Those same conventions define much of Spartan Race’s identity and had also shaped how Gorilla was perceived. The challenge was to retain that intensity without making Gorilla look like another race or fitness brand, while creating an identity flexible enough for a much broader event offer.
Challenge
Gorilla needed an identity that made one distinction clear: it was not another obstacle race or sports event, but the company behind them. The brand had to speak to people looking for challenge, adrenaline and outdoor experiences, while also presenting Gorilla as a credible organisation for companies, partners and institutions.
Obstacle racing relies on familiar visual codes built around grit and extreme-performance aesthetics. Those same conventions define much of Spartan Race’s identity and had also shaped how Gorilla was perceived. The challenge was to retain that intensity without making Gorilla look like another race or fitness brand, while creating an identity flexible enough for a much broader event offer.
Solution
I designed the visual identity concept around a deliberate contrast between a controlled, professional framework and the raw energy of the events themselves. Clean typography, structured compositions and large areas of saturated colour create the more organisational side of the brand, while carefully selected and composed race imagery, together with grain, retains a direct connection to the raw energy and physical intensity of the events.
This contrast allowed Gorilla to move between very different contexts without changing character, from corporate communication and business materials to event advertising, social media and participant-facing applications.
Solution
I designed the visual identity concept around a deliberate contrast between a controlled, professional framework and the raw energy of the events themselves. Clean typography, structured compositions and large areas of saturated colour create the more organisational side of the brand, while carefully selected and composed race imagery, together with grain, retains a direct connection to the raw energy and physical intensity of the events.
This contrast allowed Gorilla to move between very different contexts without changing character, from corporate communication and business materials to event advertising, social media and participant-facing applications.
Solution
I designed the visual identity concept around a deliberate contrast between a controlled, professional framework and the raw energy of the events themselves. Clean typography, structured compositions and large areas of saturated colour create the more organisational side of the brand, while carefully selected and composed race imagery, together with grain, retains a direct connection to the raw energy and physical intensity of the events.
This contrast allowed Gorilla to move between very different contexts without changing character, from corporate communication and business materials to event advertising, social media and participant-facing applications.
Solution
I designed the visual identity concept around a deliberate contrast between a controlled, professional framework and the raw energy of the events themselves. Clean typography, structured compositions and large areas of saturated colour create the more organisational side of the brand, while carefully selected and composed race imagery, together with grain, retains a direct connection to the raw energy and physical intensity of the events.
This contrast allowed Gorilla to move between very different contexts without changing character, from corporate communication and business materials to event advertising, social media and participant-facing applications.
Result
The new identity gives Gorilla a clearer position as the organisation behind a broader range of sports experiences, rather than tying the brand to a single race format or visual category. It combines the credibility needed for corporate and institutional communication with enough energy and character to remain relevant to participants and the outdoor sports community.
The system also gives the brand room to expand into new formats, audiences and partnerships while maintaining a consistent and recognisable presence.
Result
The new identity gives Gorilla a clearer position as the organisation behind a broader range of sports experiences, rather than tying the brand to a single race format or visual category. It combines the credibility needed for corporate and institutional communication with enough energy and character to remain relevant to participants and the outdoor sports community.
The system also gives the brand room to expand into new formats, audiences and partnerships while maintaining a consistent and recognisable presence.
Result
The new identity gives Gorilla a clearer position as the organisation behind a broader range of sports experiences, rather than tying the brand to a single race format or visual category. It combines the credibility needed for corporate and institutional communication with enough energy and character to remain relevant to participants and the outdoor sports community.
The system also gives the brand room to expand into new formats, audiences and partnerships while maintaining a consistent and recognisable presence.
Result
The new identity gives Gorilla a clearer position as the organisation behind a broader range of sports experiences, rather than tying the brand to a single race format or visual category. It combines the credibility needed for corporate and institutional communication with enough energy and character to remain relevant to participants and the outdoor sports community.
The system also gives the brand room to expand into new formats, audiences and partnerships while maintaining a consistent and recognisable presence.
Brand Book
The visual identity guidelines turn the concept into a complete working system. They define how the logo, colour, typography, grid, photography and supporting visual elements should work together, then show how those rules translate into real compositions and applications. The document gives Gorilla a clear reference for creating future communication across print, digital, events and social media without losing the consistency and character of the identity.
Brand Book
The visual identity guidelines turn the concept into a complete working system. They define how the logo, colour, typography, grid, photography and supporting visual elements should work together, then show how those rules translate into real compositions and applications. The document gives Gorilla a clear reference for creating future communication across print, digital, events and social media without losing the consistency and character of the identity.
Brand Book
The visual identity guidelines turn the concept into a complete working system. They define how the logo, colour, typography, grid, photography and supporting visual elements should work together, then show how those rules translate into real compositions and applications. The document gives Gorilla a clear reference for creating future communication across print, digital, events and social media without losing the consistency and character of the identity.
Brand Book
The visual identity guidelines turn the concept into a complete working system. They define how the logo, colour, typography, grid, photography and supporting visual elements should work together, then show how those rules translate into real compositions and applications. The document gives Gorilla a clear reference for creating future communication across print, digital, events and social media without losing the consistency and character of the identity.
