Sportvatar Logo Design

Clients: Sportvatar (Flovatar), La Gazzetta
Creative Director: Spencer Kelly

At the peak of the NFT explosion Flovatar teamed up with La Gazzetta and Marca to create a new sports version of its modular avatar NFT world - which was to be driven and promoted through their media outlets. My role in was to design and develop the logo - the brief was to create a logo that was modern, sporty, fun and included an avatar reference. The design went through many iterations, with and without an avatar, sporty structures and layouts, and sports graphic references, balls, tracks and patterns. We tried building the avatar using simple face references and sports graphics, or a simple figure in motion kicking a football. Ultimately the obvious choice was to follow the 'Flovatar’ logo, and use the face structure of the Sportvatar avatar, flatten it, and give it a friendly, sporty look, something a bit generic and obvious that is was sporty, hence the smile and sweatband. In the end it made the most sense to align the logo structure with the Flovatar logo too, so both products were obviously associated. The logotype lockup was made up of a skewed bold condensed font - strong and clear and angled to make it dynamic. The outer heavy outer stroke references the badge of a sports team.