Using Avenir Next Oblique as the base type, alternations were devised in an attempt to convey a more organic, flowing typeface. The connecting elements showcase the 'coming together' for sport, and the bond in which may be made through physical sports.
In conjunction to the more suitable type variation, a symbol design was developed. The symbol mimics water, a component in which is essential in the majority of sports listed by the client. Further connotations may be made surrounding the symbol including its organic, friendly nature.
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