The Challenge
Established in 1973, Sports Tours International is the No. 1 choice for travelling athletes and sports enthusiasts across Europe, as well as an advocate of promoting and delivering active and healthy lifestyles. In 2023, they will celebrate their 50-year anniversary and tasked us to develop a bold new visual identity to go with their refreshed tone of voice.
They wanted the brand to complement their legacy of outstanding customer service and experience. The brief included developing a new brand playbook consisting of tone of voice guidelines, logo, colour palette, typography and use applications.
FOUNDED IN 1973,
THEY ARE THE NUMBER ONE CHOICE FOR
TRAVELLING ATHLETES
& SPORTING ENTHUSIASTS
IN EUROPE.
The Approach
Our design phase began by exploring concepts for a new logo that represented Sports Tours International as a global brand. The logo needed to be identifiable as a solid symbol that could work across many applications so we used the ‘S’ letterform to create a simple yet abstract marque with a geometrical form. We also chose a new typeface with stronger fundamentals that worked well across both digital and print. The end goal was to create a brand that allowed the Sports Tours’ audience to connect with their heritage and cement them as a brand leader.
The finished brand playbook included guidelines for photography and motion, as well as guidelines on how to reflect a consistent tone of voice that celebrates and heroes the Sports Tours community. The playbook allows for ease of use and application across all brand assets, including how to establish Sports Tours as “the O.G. since ‘73” in anticipation of the 50-year anniversary.
