Russia is investing heavily in sports and tourism development at present and recognises its fans as an important resource. A UK based company, Eventica, has developed a brand for Russia sports with the aim of unifying the forces of Russia's fans world wide and at home.
"Sportslab Marketing together with Eventica Communications are proud
to have developed an entirely new concept brand for the Russian Olympic
Committee – ‘Team Russia’. This dynamic new brand is designed to unite
sports fans and citizens of Russia in one unified community, with the
aim of increasing team spirit and support for Russian sport and
sportsmanship. The ultimate goal of the project is to create a brand
that allows everybody to share the dream and passion for top-level sport
in Russia.It is an ambitious task, which
requires a truly inspirational brand identity. Sportslab Marketing and
Eventica Communications have reached this goal with the creation of the
Team Russia concept.
As we researched and devised the unique Team Russia branding, we examined dozens of options from the banal to the extraordinary. Our challenge was to create a brand symbol that unified the whole, diverse Russian nation, and our solution was to look to the Russian people: we analysed photo and video reports of great Russian sport events, and we observed the different symbols used by the fans on the stands: a bear, a double-headed eagle, a tricolour flag. Russians choose for themselves the symbols that inspire them. We took the classic Russian motif of the bear and turned the people’s choice into a contemporary and meaningful brand.
As with all brands, the Team Russia identity will evolve and develop – and Sportslab Marketing and Eventica will be there every step of the way."
There are plans for some significant Russian cultural activites this summer in London - further evidence of Russia's awareness of its global sports appeal as a diplomatic and business opportunity.
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| Eventica's brand, developed on behalf of the Russian Olympic Committee |
As we researched and devised the unique Team Russia branding, we examined dozens of options from the banal to the extraordinary. Our challenge was to create a brand symbol that unified the whole, diverse Russian nation, and our solution was to look to the Russian people: we analysed photo and video reports of great Russian sport events, and we observed the different symbols used by the fans on the stands: a bear, a double-headed eagle, a tricolour flag. Russians choose for themselves the symbols that inspire them. We took the classic Russian motif of the bear and turned the people’s choice into a contemporary and meaningful brand.
As with all brands, the Team Russia identity will evolve and develop – and Sportslab Marketing and Eventica will be there every step of the way."
There are plans for some significant Russian cultural activites this summer in London - further evidence of Russia's awareness of its global sports appeal as a diplomatic and business opportunity.
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