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ESC has been created for those young people who are looking for a structure that allows them to combine training with studies, in an area of specialization that provides them with a feeling of belonging and fraternity.
Year 2023 © NARITA AND STONE DESIGN
Combining studies and sports preparation to compete at a professional level has a great impact on the agenda, schedules and lifestyle of young people who, from an early age, demonstrate interest and aptitude for it. For this reason, LALIGA and the NBA have joined forces to create a unique center in the world, located in Villaviciosa de Odón (Madrid), designed to develop the talent of new generations of athletes. A complex that offers educational, sports and residential training that, in this sense, goes beyond a typical high-performance center, also acting as a youth academy for LALIGA and the NBA.
Narita has been in charge of creating the brand for this center, which included its association with certain values and concepts, the ideation of the naming and a highly versatile graphic proposal, which would allow its application both at the corporate and communication levels, as in the complex itself and in numerous sports clothing stands. Furthermore, in certain contexts it had to be able to coexist with the LALIGA and NBA brands, functioning as a connector for both entities while its identity was not diluted.
What distinguishes this center from others is that, in addition to high-performance preparation, it offers the possibility of receiving academic training. To promote concentration and generate a feeling of fraternity, it also has a residence, since it is also an international center. We synthesize this uniqueness of its proposal in three concepts: Education, Sports and Coliving, from whose acronyms we articulate the naming: ESC. ESC refers, on the other hand, to the keyboard button that takes you out of where you don't want to be. In this way, we associate both the brand and the center with a feeling of escape, to connect with those young people who are looking for a structure that allows them to make their training compatible with their studies, in an area of specialization that provides them not only with concentration and necessary harmonization of schedules, but also a feeling of belonging and brotherhood. We convey the importance of the link between Education, Sports and Coliving that the center offers to the brand and the logo by graphically linking the initials. Likewise, we generated an icon for each of these concepts: A book for Education, an athletics track for Sports and a heraldic-inspired silhouette for Coliving. Merging the three, we obtained a symbol that works like a shield, associating the center with the club category. This symbol works well both together with ESC and independently, providing versatility of application in certain supports.
MALAGA
Painter Joaquín Sorolla, 87
29016 - Malaga
(34) 952 25 27 25
SEVILLA
Protection, 6
41003 - Seville
MADRID
Comillas Beach, 20
28669 - Madrid
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