The Brief: School Of Sports (SOS) believes in empowering children by giving an inclusive sporting experience by creating programmes tailored to specific needs of schools and academies. SOS’s Physical Education (PE) & multi-sport training curriculum aims to transform how we teach PE and sports training in schools and will bring a much needed structured, measurable training platform in teaching PE and empower school PE trainers to impart high level training.

However, their identity was dated while their business was booming. The brief for the rebranding was to create a modern yet timeless identity that would grow with the academy.

The Idea: Our inspiration for the identity came from the coach’s whistle. Nostalgic moments in Physical Education classes reminded us of how the coach’s whistle would signify the beginning and ending of sporting activity whether it be Soccer or Baseball. Hence the whistle became the benchmark of our branding. Intertwined with the letter “S” we created a brand mark that was unique, strong and memorable. What better way to pay homage to our tough PE teachers than to include their most beloved accessory into the logo.

SOS League: For the SOS League, we decided to have a ball, literally! The badge like league mark heroes the monogram at the heart of the logo. The “O” in the monogram comprises of a negative space which is filled by various sporting balls. This is a clever and fun way to communicate the variety of sports training offered at SOS while creating a high level of customisation to the different sporting uniforms of the school.