Sport in Life is a B2B company for importing and distributing high quality sports brands and equipment across the United Arab Emirates and the Persian Gulf, founded in Dubai in 2004. Their work is fundamentally about making strong relationships and partnerships with sport distributors around de globe.
Mayúscula developed the new visual identity for SIL based in the idea of connection and balance between sport and life. We represented this concepts by the simplification of the letter S formed by two open circles united to create a unique element. The main characteristic of the symbol is the negative space it leaves and the reading of the letter S.
The identity starts from the circular shape of the logo and it is translated to the whole visual system, custom icons, infographic and other elements following the same graphic line of the circle to achieve a graphic cohesion elements throughout the identity.