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

Although the life of the club takes place on dry land and behind the machine (ergometer), this sport is symbolically inseparable from it’s original version – rowing.

When we mention rowing in any form, our first associations are usually a boat, oars, water – with one specificity that replaces a boat in indoor conditions, and that is a machine.

Indoor rowing is individual, but also a team sport because it involves fighting for your club. It is a competition with the machine, but also with our limits.

When creating the club’s logo, we had in mind primarily the use in sports and sports equipment. For that reason, the decision on the emblematic logo imposed itself.

Logo consists of two elements, a logo symbol and a typographic print of the club name. The typography is defined by the font Josefin Sans, which was chosen as a perfect fit with the logo symbol. Josefin Sans is geometric, elegant font, but also with a classy sport feeling, intended for use at larger sizes.

Logo works well both as positive and negative, both on light and dark backgrounds.

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

Color system consists of three primary colors – blue, red and white. The fourth color in use is gold and it is a homage to the word ELITE and as such is used on special occasions.

Project: “Belgrade Elite Club”
Identity, Corporate standards
StrongWeb Creative Group
Year: 2020