Fila Sport : New Brand Image

Design and creation of a “new concept Logo” for Fila Sport S.p.A. to launch a Freestyle collection (Skiing, Vertical Race, Carving and Snow Boarding). The challenge was to highlight the “Young & Fun”, non-professional character of the collection that was targeted to "technical and fashion-oriented" customers. After discarding the pure graphic sign, we decided to reinterpret the historical Fila logo. Initially, we applied the logic of plane geometry, and then we freely drew inspiration from urban life, to offer the broadest possible range of solutions. In this project, success came from the logic of difference that proved capable of perfectly interpreting the complex world that Fila Sport was targeting.