Designwerk were commissioned by the World Curling Federation to deliver the brand strategy and identity for the new Curling World Cup.
The objectives were to deliver a top-class championship from iconic locations around the world through a unique competition format. The aim was to appeal to new and existing audiences worldwide through television and digital media platforms.
The unique brand proposition was ‘Curling’s Greatest Nations Collide’, and this took inspiration from the movement of planets. The brand made a correlation between curling rocks, their trajectory, rotation, collision and how they make an impact.
Most Curling events were blue and red, trying to represent the energy of Curling within the logo, and there was no differentiator. So we wanted to differentiate the brand and create a simple symbolic ‘C’ identifier in vibrant green and purple, that would become iconic over time. Then we introduced a black ’Sweeper’ graphic language that represented the energy and dynamic action of the sport alongside accent colours to define each event.