Sport at the Service of Humanity 2016 | Branding







  • Sport at the Service of Humanity


    Vision.
    To launch a Movement that inspires every organization and participant in Sport to live,
    think and act in accordance with the “Sport at the Service of Humanity Declaration of Principles”.

    Mission.
    To validate and endorse the “Sport at the Service of Humanity Declaration of Principles”
    a set of guiding values that articulates how sport and faith can harness their combined
    influence to serve the greater good – and to develop partnerships to put the Principles into action.

    Humanity Sports Club.
    HSC is sub-brand of the Sport at the Service of Humanity master-brand.
    A commercial brand that can be used to activate aspects of the Conference principles.
    Activated by Allianz.

    Assignment Keypoints.
    Vision of faith and sport. Declaration of Principles. Vatican Host but multi-faith.
    Build towards a Movement. Inspirational, youth oriented, multi-national, joyful.




    Objective. 
    The goal is to create a strong brand framework to support the conference and lay the groundwork
    for the Movement ignited by the Conference. 

    Keypoints. 
    Integration of Sport and Faith 
    Show how the 6 principles work together 
    Show how the 6 principles can interact and result as a real change. 

    Tone of Voice 
    Positive, Joyful, Youthful and Fresh. 


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    Solution.
    T H E   B R A I D

    Carosello developed a concept, “the braid”, based on the integration of Faith and Sports,
    and the 6 principles that inspire the Movement.
    As a result the Sport at the Service of Humanity logo shows how the 6 principles work together, bringing a real change.
    The tone of voice is simple, positive and joyful and it does not refer to Christianity or any other religion.
    The braid concept is adopted also in the palette (made of gradients instead of flat colors) and the font (unicase).
    This visual system allowed us to create a strong and distinctive brand identity. 
    CaroselloLab also designed the Humanity Sports Club sub-brand.
    It is strategically alligned with SSH master-brand (principles, tone, cross cultural) but with a strong stand alone imagery with commercial applications. 






  • Color Palette & Fonts   +  Monochrome Versions



  • Logo Animation



  • The Conference Welcome Kit



  • Digital
    Website  |  Twitter  |  Motion










  • Set of Posters  |  The 6 Principles
    Respect  |  Balance  |  Compassion  |  Joy  |  Enlightenment  |  Love






  • Opening Ceremony
    Plenary Session with Pope Francis





  • Gala Dinner
    Vatican Museums




  • Day 1 | 2 | 3
    Synod Hall & Workshop Rooms