For this project I was tasked with creating a brand for an elite sports organization representing all nordic regions. Team Nordic is a fictitious team that is best known for competitive skiing. Throughout this project I was able to gain a better understanding of what unites the nordic regions and develop a team flag, logotype, uniforms, and various marketing collateral.
For the Team Nordic flag, the design needed to be versatile enough to symbolize different Nordic countries and territories while also illustrating that all these countries were coming together to compete as one united team. In the initial research phase, it was interesting examine how Viking symbols and Nordic patterns that have tied these countries together for centuries.
In looking back at Norse mythology, the concept of fate reflected by the Web of Wyrd represents one of the core values of Team Nordic. The Web of Wyrd serves as a reminder that actions of the past affect the present and that present actions affect the future. This idea that past actions reflect future events embodies the idea that “hard work pays off”. As for the textile designs, many Nordic countries have knitted symbols and patterns into their clothing for centuries. This idea of weaving and knitting reinforces the idea that these Nordic countries are all coming together to compete on the same team. Lastly, the choice to rotate the “Nordic cross” was chosen to more closely resemble a Scandinavian textile pattern as well as symbolize how all these countries are merge together in a new way.
The logo is made up of a shield that was inspired by Nordic history. The light and dark blue striped shield alludes to the Team Nordic flag design while also symbolizing an upward momentum as the triangular lines of the shield are face upwards. This simplistic shape plays off the idea that the shield has a direct link to Viking history but does so in a modern way that showcases a forward momentum. This shield also serves as a symbol of unity, combat, and protection.
Team Nordic’s logo embodies the forward momentum of the team while also showcasing the history that ties these Nordic countries together. By placing the text adjacent to the logo, there is focus on the shield first, followed by Team Nordic. The custom logo typeface was inspired by the Nordic Games which were the first international multi-sport event focusing primarily on winter sports, and was, in many ways, the precursor to the modern Winter Olympic Games. The blue and grey color palette emphasizes the waters that connect these countries together.
Read Team Nordic’s brand manual here