ESC was created for all those young people who are looking for a structure that allows them to combine training with their studies, within an area of specialisation that provides them with a sense of belonging and fellowship.
Other projects
Year YEAR 2023 © NARITA Y STONE
ESC LALIGA & NBA
The client
Combining studies and training to compete at a professional level has a significant impact on the schedule and lifestyle of young people who show an interest and aptitude for sport from a young age. For this reason, LALIGA and the NBA have joined forces to create a unique centre in the world, located in Villaviciosa de Odón (Madrid), designed to develop the talent of new generations of sportsmen and women. The complex, which offers educational, sports and residential training, is, in this respect, far more than a typical high-performance centre, also acting as a training ground for LALIGA and the NBA.
The project
Narita was in charge of creating the brand for this centre, including its association with certain values and concepts, the naming process and a highly versatile graphic design, enabling its application both at corporate and communication level, as well as in the complex itself and for different types of sportswear. Furthermore, in certain contexts it had to coexist with the LALIGA and NBA brands, serving as a way to connect both entities, while not diluting its identity.
The implementation
In addition to high-performance training, the centre offers the possibility of receiving academic education, standing it apart from others. In order to promote concentration and generate a feeling of fellowship, it also offers the option of boarding, as it is an international centre. The unique nature of this proposal can be summarised in three concepts: Education, Sports and Coliving, the acronym of which gave way to the name ESC.
ESC also alludes to the keyboard button that takes you out of somewhere you don't want to be. This associates both the brand and the centre with a sense of escape, to connect with all those young people who are looking for a structure that allows them to combine training with their studies, within an area of specialisation that provides them not only with the necessary concentration and schedule coordination, but also with a sense of belonging and fellowship. The importance of the link between Education, Sports and Coliving offered by the centre is conveyed in the brand and logo by graphically linking the initials.
We also generated an icon for each of these concepts: a book for Education, an athletics track for Sports and a heraldry-inspired silhouette for Coliving. By merging the three, we obtained a symbol that can be used as a coat of arms, associating the centre with the club category. This symbol works well both independently and in combination with ESC, offering versatility of application in certain formats.
