Volleyball Nations League: 100% Made of Volleyball
By Landor - Paris
For Fédération Internationale de Volleyball (FIVB) Brand Volleyball Nations League
Highly Commended in category Design & Branding
In subcategory Identity and Branding - Identity Design Large 1000s
Project Description
Did you know that volleyball is the most watched sport during the Olympics? If not, you’re not a fan.
If volleyball is largely known, loved and followed by people who practice it, it leaves many others quite indifferent.
This was FIVB’s challenge when launching the Volleyball Nations League competition (VNL): to create a global platform that makes volleyball shine beyond just practitioners. Bringing together the best national teams in the world, VNL was set to become the greatest event in volleyball. A spectacular case to engage with broader audiences, ignite the flame, and convey all that this sport can bring to our world. It just needed a brand to carry this ambition.
If volleyball is largely known, loved and followed by people who practice it, it leaves many others quite indifferent.
This was FIVB’s challenge when launching the Volleyball Nations League competition (VNL): to create a global platform that makes volleyball shine beyond just practitioners. Bringing together the best national teams in the world, VNL was set to become the greatest event in volleyball. A spectacular case to engage with broader audiences, ignite the flame, and convey all that this sport can bring to our world. It just needed a brand to carry this ambition.
Agency Solution
We translated 100% made of volleyball into the VNL brand.
First, by magnifying graphically the most emblematic elements of volleyball and the aesthetics of the game—the lines of the court, the shape and texture of the ball, its colours, the intensity of rallies.
Second, we infused the VNL with volleyball’s most important and unique value: team spirit.
We did this by creating a typeface of a new genre, the Rally. Just as it takes a team to win a point, it takes a team to make a letter. Each letter is created during real volleyball exchanges, the movement of the ball passing from hand to hand is recorded in motion capture as professional players recreate the shapes from A to Z. The Rally dresses itself up in the iconic texture and colours of the ball in 3D to celebrate the spectacular sensations and emotions of the game.
First, by magnifying graphically the most emblematic elements of volleyball and the aesthetics of the game—the lines of the court, the shape and texture of the ball, its colours, the intensity of rallies.
Second, we infused the VNL with volleyball’s most important and unique value: team spirit.
We did this by creating a typeface of a new genre, the Rally. Just as it takes a team to win a point, it takes a team to make a letter. Each letter is created during real volleyball exchanges, the movement of the ball passing from hand to hand is recorded in motion capture as professional players recreate the shapes from A to Z. The Rally dresses itself up in the iconic texture and colours of the ball in 3D to celebrate the spectacular sensations and emotions of the game.