ABOUT THE PROJECT
3D Skating came out of a conversation about what figure skating could feel like at its best, not just competitive, but active, creative, and personally rewarding. That idea set the tone for the design process, pushing the work toward something more open and grounded rather than polished and exclusive. Then came the real challenge.
The name “3D Skating” needed to clearly signal figure skating without relying on tired visual shortcuts. At the same time, the identity needed to reflect the dimensionality of figure skating as a physical and expressive art form that happens in dimensional space. The design direction focused on balancing clarity with restraint, using subtle motion and form to suggest depth and movement without locking the brand into a single type of skater or experience.
The name “3D Skating” needed to clearly signal figure skating without relying on tired visual shortcuts. At the same time, the identity needed to reflect the dimensionality of figure skating as a physical and expressive art form that happens in dimensional space. The design direction focused on balancing clarity with restraint, using subtle motion and form to suggest depth and movement without locking the brand into a single type of skater or experience.
1. LOGO SKETCHES
These sketches explore how much information I could fit inside a simple mark by merging the “3D” letterforms with a skater’s silhouette, without compromising the legibility of either. You can see that tension across the variations, some leaning into motion, others into structure, but all anchored by sweeping, continuous strokes that echo the path of a blade on ice, creating a sense of dimension without relying on a literal 3D effect.
2. FINAL LOGO
The final mark distills those explorations into a clean, balanced form where the “3D” and skater read as one. The gesture is simple but active, using a few confident strokes to suggest motion, direction, and presence on the ice.
3. BRAND ACTIVATION
4. PRINT MEDIA
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