Determined to Win Kingdom’s Heart and Health, Saudi Arabian Olympic Committee Partners with Interbrand to Create SaudiSport, a “National Pride Brand”

April 7, 2017


In the creation of SaudiSport, Interbrand has developed a comprehensive branding program that includes strategy, visual identity, co-branding and implementation with the Saudi Olympic Team and Federation.

April 7, 2017 (Madrid, Spain) — Interbrand, the world’s leading brand consultancy, has created the new masterbrand SaudiSport to unite, inspire and engage Saudi Arabian Olympic Committee’s audiences. SaudiSport represents a shared national vision of an even brighter future, with noble ambition for socioeconomic prosperity, working steadily to initiate and grow the practice of sport in everyday life.

Interbrand’s challenge for SAOC was to leverage sport as the driving force to embrace a better and healthier life in a Saudi society burdened by diabetes. Stemming from the brand idea “Proud to achieve. Determined to win,” SaudiSport strives to enhance every individual’s access to greater enjoyment and well-being through the practice of sport. On a competitive Olympic level, with the development of the Team Saudi brand, SAOC is determined to win the hearts of the Kingdom as well the Olympic medals that will recognize and reward their efforts. This ambitious spirit has been defined and delivered through the strategic and creative strategy defined by Interbrand, which enables the SaudiSport masterbrand to overarch all other brands and lead all content and communications campaigns through its new visual universe: CALLIGRAFFITI (Arabic calligraphy + urban art).

“SaudiSport gave us the opportunity to use design to inspire and activate sport in a society working to improve its collective health, taking pride in its roots as it grows into the future,” explains Carlos Magro, Creative Director at Interbrand Madrid. “The logotype originates from three concepts: the palm tree as the national symbol of KSA, the wings of the falcon as a characteristic animal of the Kingdom and the hands of an athlete. We were looking for a big and bold graphic universe when we created Calligraffiti, an ad hoc graphic language which embraces the traditional Arabic calligraphy and today’s street art, striking a balance between beauty and provocation, precision and spontaneity.”

As well as defining the masterbrand SaudiSport, Interbrand has worked with SAOC on defining its brand architecture to hierarchically identify relationships amongst all its brands. This has encompassed visually redefining the brands for SAOC, the Olympic Team and its federation brands, and defining the brand applications, photographic style, layout and co-branding strategies for all of the above.  

“SAOC’s aim to represent Saudi’s national spirit rising is clearly brought to life in SaudiSport and the revamped Team Saudi brand as well as the federation brands”, states Nancy Villanueva, Managing Director at Interbrand Madrid. “Their new strategy and identity will enable SAOC to fulfill its vision to create an even brighter future for KSA through their continuous growth as a “national pride brand” with a strong and relevant purpose to contribute to Saudis’ healthier being. It’s been a fulfilling and rewarding experience for our entire team to work on a project that provides a greater good for society.”

On March 27, the new SaudiSport brand was launched publicly at an event in Riyadh celebrated by more than 700 attendees, including the Saudi Royal Family. All of the brands’ implementation (uniforms, stationery, collateral and merchandising) will be made public over the coming months.

“We are excited to see what the near future holds for SAOC”, reflects Eduardo Íñiguez, Business Development Director EMEA & LatAm, Interbrand. “Sport plays a crucial social and economic role in our lives and SAOC has anticipated the transformation needed to be able to make it a truly relevant brand.”

About Interbrand
At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of agencies. For more information, please contact us, or follow Interbrand on LinkedInTwitter and Facebook.

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