Inspired by the motion of sports

Three motion principles based on three different recurring motions found in sports. Explosive starts, abrupt stops/impact, and kinetic motion. The three different motions patterns are applied to the movement of the slash-symbol framework that contains sports imagery within.

With the slash symbol as the hero

A framework designed for continuity and interchangeability—filling the wireframe with different sport content. Using the slash-symbol as a watermark and a way to transition between different content.

Ice hockey

Winter sport

Motor sport

General sport

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Telling the story behind the design for Pentagram

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A New Identity for SVT