Institute of Sport
Astrae Studio• Date added
28 March 2024
• Date added
28 March 2024
The Institute of Sport, a social sports club at the intersection of sport and community building, was launched through a collaboration between the Swiss sports performance brand On Running and Copenhagen-based concept store Grocery.
Copenhagen-based creative agency Astrae Studio created the brand identity, drawing inspiration from science-related visuals to mirror On Running's innovative technology.
Client
Grocery
On
Year
2023
Creative Director
Carl-Emil Storm Gabrielsen
Jesper Uttrup
Typefaces in Use
The Institute of Sport, a social sports club at the intersection of sport and community building, was launched through a collaboration between the Swiss sports performance brand On Running and Copenhagen-based concept store Grocery.
Copenhagen-based creative agency Astrae Studio created the brand identity, drawing inspiration from science-related visuals to mirror On Running's innovative technology.
The sports club prioritises community building over performance, and Astrae Studio employed dots and dynamic typographic layouts to symbolise a group of people engaging in sports. Guided by On Running's innovative technology to create its products, the Institute of Sport aims to explore and research various sports disciplines, reflected in the science-related visuals incorporated into the identity.
Astrae Studio used their font Therma for the identity, an uppercase monospaced font inspired by typefaces used on low-fi machines like calculators, receipt printers, and old video game consoles. Therma exudes a technical feel that aligns with the science-inspired direction, while its resemblance to typefaces found in college varsity apparel represents community and sports.
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