The rebranding coincided with the 10th anniversary of the gala. It is also the first time in ten years that the brand elements have been updated in any way. We created the new brand and visual identity for the gala, from the new logo and logotype to graphic elements, brand images, brand strategy and communications as well as the design of the gala stage. Motion graphics where created and implemented across TV, Arena screens and the gala stage, where 3D mapping was used to bring the identity to life and elevate the brand experience to a new high.
At the heart of the identity is the Uno trophy. The seven lines of the logo represent the seven key values of the gala. In the logotype the key values underline the brand.
Graphically the visual identity strives to be constantly on the move. The dynamic use of shapes ‘frozen in motion’ is used across a range of applications. By giving the elements enough space and keeping the applications simple the identity retains a dignified and prestigious feel appropriate for a gala of this stature. The movement is naturally translated to the digital environment where simple movement is combined with a more flexible and modern motion language.
The visual identity was implemented in the new website design which was carried out in cooperation with digital agency Byroo. The website communicates the atmosphere of the gala and showcases the athletes and individuals involved. An extensive archive of past winners and nominees can be found on the website. A subpage on the website showcases the past 100 years in Finnish sporting history by introducing all of the athletes included in the Finnish Sports Hall of Fame.
The ongoing marketing concept – The Moment Before The Moment – takes a closer look at the important years, months, weeks, days, hours, minutes, seconds and milliseconds that have preceded a special moment in Finnish sport history. The stories end with the tagline “The rest is history”. Everybody knows how the stories ended but few know about the hard work, grit and determination that made those special moments possible.
The gala’s purpose is encapsulated in one sentence – We strive to raise the value of sport and exercise throughout the nation. It works as the basis for all of the gala’s future actions.
Brand photography & video: Duotone