Sports Tours Rebrand
Sports Tours Ltd, established in 1989 are the leading specialist Sports Tour Operators in United Kingdom and Europe.
The following project is my take on a rebrand for the company. I set out to create a new identity with brand guidelines and multiple mock-ups to demonstrate how the company could modernise their look.
Refresh the brand
RESEARCH & REASONING
CREATE A4 EVENT POSTER
The old Sports Tours logo.
My first impression of the existing logo made me think ‘America’ and secondly ‘side of a coach’, and not the good kind. The skeuomorphic design of the stars (to show similarity to that on a football t-shirt) is dated and does not show at smaller scales. The most similar brand logos to me where Sports Direct and Boyes, both use very similar colours, Sports Direct even similarly using italic capitals.
Sports Tours are not an American company, nor does their logo belong on the side of a tour guides coach. The solution would require modernising the logo to best appeal to those interested in sports. It needs to be sleek, sporty and modern. A big bold font should be used to stand proud, alongside a logo that applied to a variety of sport activities.
The end result is smooth, sharp and scales nicely. Once I had created the logo, I moved onto developing a visual identity guideline file to explain how the brand would be used. As well as a variety of mock-ups relevant to the business, to showcase how the logo would look.