BACKGROUND

The next FIBA Basketball World Cup will be held in Spain in 2014. To promote and communicate on this event, a meaningful, attractive and impactful brand identity needs to be created. This identity needs to express both the Spanish personality and the basketball’s values.

BRAND VISION

In order to gather in a subtle way both the specificity of the sport and the identity of the host country, CB’a Graell imagined a unique creative concept: “the basketball dance”. The union of the most iconic dance of Spain, flamenco, and the peculiar aesthetics of basketball moves, leads the whole communications and graphic universe.

DESIGN SOLUTIONS

This union is translated into a pictorial and colorful graphic interpretation, in which hands reach over a moving ball, as a connection between sport and art. The logotype and the graphic universe have been created to live on all the communications collaterals.