04/11/2020 14:28
Latvian Volleyball unveil new, modern corporate identity
News from the National Federations
Riga, Latvia, November 4, 2020. On Wednesday, the Latvian Volleyball Federation (LVF) unveiled their new corporate identity to members of the Volleyball community, media and the public. The organisation developed this identity trying to combine the long-lasting traditions of the sport with the need to symbolise the values of Volleyball in more detail in order to fulfil the requirements for modern sport promotion. The basic element of the visual identity is a laconic graphical sign, which symbolically includes the letter “V”, a Volleyball player and the Latvian national flag all combined. The new identity also includes further visuals specifically used to identify Beach Volleyball and youth Volleyball.
“Modern, inclusive and sustainable – those were the main requirements we set when we started the process of developing the new visual identity of the Latvian Volleyball Federation. During this process, we concluded that we wished to move away from a narrow, institutional symbol, heading towards something unifying the whole Latvian Volleyball community. That is why the graphical sign includes the “Volleyball Latvia” script. Moreover, we have created additional visuals for Beach Volleyball and youth Volleyball aimed at ensuring that everyone belonging to the Volleyball community can identify with the new brand,” said LVF President Janis Buks.
The process of creating the new visual identity started last year with participation of the newly elected LVF Board of Administration and took one year. After the organisation shortlisted seven proposals, Gusts Ruks emerged as the eventual winner with his concept. The process of introducing the new brand will take place gradually over the next 3-6 months, taking into account the current restrictions imposed by the government in response to the coronavirus pandemic. For this reason, the LVF organised the official unveiling of the new corporate identity online only.
LVF Board of Administration member and head of the communication agency MM&A | Hill+Knowlton Strategies Linda Mežgaile played a leading role in this process. “As time goes on, the way people perceive information and events changes. Volleyball has also experienced growth as a sport and we would like the new identity to reflect those changes that have contributed to its popularity,” she said. “Volleyball is an elegant and modern sport that teaches mutual cooperation and support as well as improves the player’s physical and intellectual abilities. Today it has become a more accessible, open and friendly sport, in which we welcome new players and celebrate the victories of our current stars.”
The new visual identity provides two specific visuals. The Beach Volleyball graphical sign features a bright neon green colour with the ‘Pludmale’ (Beach) script, which in turn symbolises the essence of this sport – excitement, attraction and vivid emotions. At the same time, it refers to the London 2012 Olympics where Martins Plavins and Janis Smedins claimed the highest achievement in Latvian Volleyball history, a bronze medal, while wearing similar green tone shirts.
The youth volleyball graphical sign is in a lilac purple colour and includes the ‘Jaunatne’ (Youth) script, thus symbolising the future and the expectations of the younger players.
Gender-neutral tones appear on these visuals, after examining the practices followed by some of Volleyball’s great powers when creating their visual identities. At the same time, this choice allows to identify a large number of Volleyball events with the help of visual elements and increase awareness among fans.
The corporate identity includes a specific graphical sign for the national team as well, featuring three stars taken from the Monument of Freedom, complemented with the ‘Volejbols Latvija’ (Volleyball Latvia) script used together with the graphical sign “V”. This visual aims at distinguishing national teams and it will feature on their uniforms, whose design is currently in process.
“The presentation of the new identity is just the beginning. In the near future the LVF will have to invest a large amount of time and resources to make the new brand and its derivatives recognisable and popular within the Volleyball community and the general public,” admits LVF Secretary General Gunta Aizporiete. “There is much work currently ongoing to develop various materials – such as uniforms for the national teams, gadgets for fans, designs of sports halls, a new website and other practical issues. We truly hope that the men’s national team will be taking part in EuroVolley 2021 in August of next year wearing the new uniforms. We will also do our best to ensure that our fans are able to support our athletes by using gadgets featuring this new identity. We will use the specific visuals for Beach Volleyball and youth Volleyball in our everyday communication to make it easier to find the information you need and to keep up with what is happening on social networks and soon on the new website as well. We will work and make sure that everyone notices and recognises our new visual identity and its symbols,” Aizporiete adds.
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