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    When the Irish Sports Council made the decision to change their identity to 'Sport Ireland' a contemporary and effective identity design was need… Read More
    When the Irish Sports Council made the decision to change their identity to 'Sport Ireland' a contemporary and effective identity design was needed. The identity proposal had to be supported by visual and strategic ideas: logotype, integrated media, environmental design and digital marketing to promote both the agency's core activities and specific sub-brands. My response to the Sport Ireland new identity was to create a Logo that would be both adaptable and timeless. From the perspective that sport = game and game = play, I created the logo from geometrical shapes that represent the idea of play so that the joy of play is not forgotten in the name of sport. The key element in my Logo is the fada, which represents Ireland's unique linguistic heritage. I used the fada motif throughout the whole Sport Ireland identity, from the brochures and signage system to the web design and mobile application. I chose to promote the Irish Institute of Sport (IIS) as a sub-brand. The IIS provides lifestyle support and specialist services to young athletes in the hope of developing them into high performance, professional athletes. Read Less
    Published:
Irish Sports Council were looking to change their 
brand identity to a ‘Sport Ireland’. Contemporary 
and more effective identity design was needed. 

I created a logo that is both adaptable and timeless. 
From the perspective that sport = game and game 
= play, I created a logo from geometrical shapes that 
represents the idea of ‘play’. So that the joy of play is 
not forgotten in the name of sport. The key element in 
the logo and the further extended identity assets is the 
‘fáda’, which represents Ireland’s unique linguistic 
heritage.
Stationery
Information Booklet
Information Booklet

Main panels and direction signs designed in the shape of Fáda
Way-finding System
Website
Mobile App
Apparel