To establish a unique corporate identity that reflects Upstream's mission and vision, enabling it to stand out from the competition. To create a strong brand identity that resonates with the brand’s purpose and a design language that visually depicts the passion, commitment and dedication of Upstream’s talented athletes.
Through careful deliberation and strategic thinking, we
developed a distinctive brand persona that captured the
essence of Upstream's high-end sports offerings. By
conducting in-depth research and analysis, we identified
the brand's target audience and market positioning,
ensuring that the corporate identity aligned seamlessly
with Upstream's objectives.
To introduce a high performance testing and
training ground for athletes who want to perform
at the highest level.
To continuously and consistently provide the
disadvantaged, skilled and talented population of
this country, with the best training and sports
facilities in the world at reasonable costs.
Centre for High Performance Training and
International Sporting Excellence.
The “Upstream Sports” logo is inspired by what every sportsperson strives for - Victory. It captures that moment that is an unparalleled feeling for every sportsperson. The arms in the air represent the letter 'U', and the colours depict vigour and determination. But essentially, this logo is a promise that with Upstream Sports, a sportsperson's dream of triumph is only a step away.
The “Upstream Sports” logo is inspired by what every sportsperson strives for - Victory. It captures that moment that is an unparalleled feeling for every sportsperson. The arms in the air represent the letter 'U',and the colours depict vigour and determination. But essentially, this logo is a promise that with Upstream Sports, a sportsperson's dream of triumph is only a step away.
Upstream is dedicated to nurturing the next generation of top athletes. The name is inspired by the concept of swimming upstream, pushing against the current to achieve greatness.
Upstream is dedicated to nurturing the next generation of top athletes. The name is inspired by the concept of swimming upstream, pushing against the current to achieve greatness.
These bold and concentrated colours are a symbol of strength and reliability, reflecting the unwavering dedication and commitment to help our athletes achieve their dreams. Together, they create a powerful and dynamic visual identity that reflects our brand's values and mission.
The icons are designed to be used across a variety of mediums, including digital and print media, as well as merchandise & apparel. These icons are a perfect representation of Upstream Sports' philosophy of a minimal yet active style, with a consistent design that is easily recognizable and visually appealing.
Our design language is a minimalist masterpiece, conveying power and boldness through its clean lines and uncluttered simplicity. Understanding that less is more, our design philosophy reflects this by comprising only the core elements, the three strips, to make a strong visual impact.
Our design language is a minimalist masterpiece, conveying power and boldness through its clean lines and uncluttered simplicity. Understanding that less is more, our design philosophy reflects this by comprising only the core elements, the three strips, to make a strong visual impact.
