Brand Identity for HelloAsso Sport
HelloAsso Sport takes its visual energy from the playing field.
Bruno created an identity for HelloAsso Sport, the offer supporting sports clubs, leagues and federations with membership management and online payments. The visual direction draws on grassroots sporting culture: a lively lemon yellow, familiar slogans, typography reminiscent of 1970s posters and candid photography. A mosaic motif inherited from the parent brand brings individual members into view within the collective. The Sport offer remains part of HelloAsso’s brand architecture while keeping its own logo, palette and tone of voice. The project spans verbal and visual identity, motion, web design and development. Barthélemy Chalvet directed the project, with creative direction by Pierre Jeannelle and art direction by Laura Dalex. The system connects a recognisable parent-brand structure with a distinct expression for the sporting community.
Insights
- The Sport offer has its own logo, palette and tone within HelloAsso’s wider brand architecture.
- The parent brand’s mosaic motif highlights individuals within the collective.
- Lemon yellow, candid photography and poster-inspired typography connect the identity with sporting culture.
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