MOSSPORT Branding and Wayfinding System

Sports complexes in Moscow, or FOKs (Fizkulturno-Ozdorovitelnye Kompleksy - Physical Culture and Wellness Complexes), as they were formerly called, are a focal point in every district of the city. These facilities serve not only as extracurricular activities for schoolchildren, but are also visited by adults and pensioners. There are over 600 such facilities in the capital, and a reconstruction program, launched by the Moscow Department of Sports, is currently underway.In 2022, our team, in collaboration with the architectural bureau HAAST and the landscape bureau Scape, developed the “Collection of Standard Solutions for Sports Complexes in Moscow.” This collection contains comprehensive information on the design of facades, territory, interiors, navigation, and branding.To prepare this collection, four typical facilities were selected, each with its own architectural and functional features.

The basis for the design was also the existing corporate identity of “Moscow Sport,” featuring a recognizable logo, font, and a monochrome color palette with a red accent.To develop branding elements for both exteriors and interiors as well as navigation, we expanded the brand toolkit by outlining an additional pattern and a set of pictograms, which can be seen in the landscaping, interiors, and on the facades.

Facades / Site development

The HAAST team created concise minimalist facades with a red accent at the entrance area. The branding, which was our task, was achieved by adding a signage and the “Moscow Sport” logo. Depending on the available surface and its size on different types of objects, a pattern or image was applied, which is milled directly on the facade panels.

The implementation of corporate identity elements in the outdoor area involved adding bright features — a landmark, sports figures — and applying the brand pattern on the sports grounds.

Interiors

To convey a sporty spirit and motivation, we placed images of athletes corresponding to each sport on the walls of each type of facility: swimmers for swimming pools, athletes and tennis players for sports halls, and so on. We also added motivational phrases or interesting sports facts.

Wayfinding system

Navigation serves as an additional color accent both in the exterior and interior. It is red, contrasting with the light-colored walls, and features large numbers.The first completed project was the sports complex on Gabrichevsky Street, and in the coming years, dozens of other facilities will be renovated.

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Credits:Art Direction: Marina SlobodyaninaLead Designer: Anna Nekrasova

Design team: Nastya Petrova, Ekaterina Voronina

Analytics Direction: Ekaterina Moskaleva

Icon Design: Marina Novikova

3D visualization: Oleg Mushta

Project Management: Alexandra SlavnovaСase Presentation: Alisa Kharas

ZLT group, 2022