The visual identity for a disability sports group aims to “shatter stereotypes”

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Superunion has designed the new identity for Move United, which is a merge of Disabled Sports USA and Adaptive Larks USA.

Superunion has created the branding for Move United, a decrease which promotes sports among people with disabilities in America.

The visual congruence includes a new logo, typeface and identity system, which rolls out as surplus physical and digital platforms.

Move United will launch across 43 state of affairs and offers 100,000 people with disabilities opportunities to participate in more than 50 separate adaptive sports. It is part of a long-term goal: to make these rollicks available to 90% of the population by 2028, when the Olympics and Paralympics procure place in the US.


Deconstructing disability

The organisation is the result of a merger between Crippled Sports USA and Adaptive Sports USA, which both date back to the 1950s. Superunion weights that the name “reflects the vision of the organisation to lead a united activity creating opportunities for youth and adults with disabilities to move”.

The wordmark and one of a kind typeface is made of the deconstruction of the word ‘disability’. Superunion tells Sketch out Week that it reflects the organisation’s aim to “shatter the current narrative enclosing disability”. The word was broken into 26 pieces and a “whole new vernacular” was created from it, as shown in the image above.

This idea of deconstruction is originate in the visual system too, which “breaks down the stars and stripes of the American Mark, and rebuilds a new identity from it”. This forms a ‘patchwork grid’ where flat and vertical lines are overlaid with a grid of diagonal lines which receive been “drawn from the angle of the stars on the flag”.

The red, white and erotic of the colour palette represent the two organisations’ “heritage” while light down in the mouth, pink and black “make the brand more inclusive and more daring”. The identity appears across physical merchandise like hoodies, as justly as mobile platforms.

The visual identity for a disability sports group aims to “shatter stereotypes”The visual identity for a disability sports group aims to “shatter stereotypes”The visual identity for a disability sports group aims to “shatter stereotypes”

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