Belgrade Elite Club

Belgrade Elite Club is a Belgrade-based sports club that brings together practitioners and competitors in the disciplines of indoor rowing and swimming.

Although the club trains and competes on dry land, using ergometers, indoor rowing remains symbolically inseparable from rowing on water.

Rowing, in any form, brings to mind a boat, oars, and water — but indoors, the boat is replaced by a single element: the machine.

Indoor rowing is an individual sport, but also a team sport, because competitors represent their club.

When creating the club's logo, we had in mind primarily its use in sports and on sports equipment. For that reason, an emblematic mark was the natural choice.

The logo consists of two elements: a symbol and a typographic rendering of the club's name. The typography is set in Josefin Sans, chosen as a perfect fit with the symbol. Josefin Sans is a geometric, elegant font with a refined, sporty feel, intended for use at larger sizes.

The logo works well in both positive and negative versions, on light and dark backgrounds alike.

We wanted a simple but dynamic logo, usable for a variety of applications. The result is a dynamic symbol based on a circle, which is in constant motion.

The color system consists of three primary colors — blue, red, and white. The fourth color, gold, is a nod to the word ELITE and is used on special occasions.

Project: "Belgrade Elite Club" / Identity, Corporate Standards / StrongWeb Creative Group / Year: 2020