This assignment was done in cooperation with Falu Basket, who were in
need of a new graphical profile because their current ones were
incoherent and did not attract their intended audience.
We asked us the question: ”How can Falu Basket
's old graphic identity
be
modernized so that it attracts their intended target group, members of
the organization in the ages between 10 and 15 years?”.
An interview was conducted with a board member for the purpose of
gathering facts about the organization and to get a better understanding
of how they would like to identify themselves. To get a better view of
what other competing basketball organizations logos and profile clothes
looked like, two visual content analyses was performed. A survey was
conducted on the members of Falu Basket to be able to design a logo
based on their requests. In addition to these, a web survey was given to
people who were graphically knowledgeable in order to derive a suitable
font to a graphical manual and for Falu Basktes website. To develop a
design for Falu Baskets profile clothes, a focus group with participants
from the target group was performed. All of these methods combined
gave the basis for the design of the new graphical profile.
The resulting logotype that was designed became a gender neutral logo
which attracted the target group. The profile clothes were designed with
regards to the requests of the target group and the results from the visual
content analyses. The selected fonts were considered modern and a
suitable match to the finished logotype.
The results from the survey gave a basis to design a
functional graphic
identity
, a graphic manual which were coherent, modern, gender neutral
and which addressed the target group.