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Saulo Santana
Berlin & Potsdam, Germany
contact@saulosantana.com
Branding Motion Set Design

Qatar

For every swimmer, water is something he loves, something he respects. He knows that there inside, is where mind and body need to be one. He knows he needs to swim with the water, not against it. The Qatar 2023 brand lives where the game takes place: the identity and graphic system are inspired by the movements that happen inside the water.

Task

Design a brand that completely embodies the sport— a brand made of swimming.

  • Strategy

    Branding

  • Design

    Creative Direction, Branding, Arena/Set, Motion

  • Client

    Formatum

A BRAND THAT COMPLETELY EMBODIES THE SPORT. A BRAND MADE OF SWIMMING.

Starting by the logo, that has the shape of the letter “Q” (from Qatar) made out of a swimmer, the brand expression and language stem directly from the swimming itself.
The ornament applied inside the logo and in all applications of the brand identity, is a combination of circles. And circle is the form of basically all movements of a swimmer in the pool. The circle is the rotation of the arm, is the spin under the water before going for more 50 meters.
It is the trail of speed left in the water. Circle is the reaction of water when something touches it.
In the graphic system, each circle touches each other as a swimmer would be moving foward, creating different forms, like a wing from a swimmer, crossed by lines as the lanes in the pool.

Branding

The brand colors are the integration of the Qatar flag with the blue of the water. The full brand identity beside of definition of logo, typography and colors, includes the design of pictograms, patterns and elements applied on print and screen

The Arena

A FULL EXPERIENCE FOR FANS AND ATHLETES ALIKE.