parc d' art
2021-2022
Parc d' art (Pda) is a brand related to sporting goods that has not yet been launched. It will be held by a company called CS Sports, which has a long history of contributing in the Korean sports industry. CS deals with various sports such as tennis, golf, futsal, and badminton, and they are not only selling gear and goods but also providing sports facilities and lessons.
Pda will be launched as CS's in-brand, and it is a project that CS plans to expand its scale and develop their brand further. Pda will start with logo printed tennis balls and simple sports accessories, and in the future, it will gradually expand its product range.
Parc d'art translated into Korean is the name of the road where the comapny is located, meaning art park in French. At the meeting, the client expressed his wish to name the elements that could represent them, and Pda was selected from various name options that I proposed.
Pda also has a meaning related to sports, not just a road name. People describe sports performance at the highest level as being at the level of ordinary art. Park is also a word that means stadium, so it has a meaning related to sports as a stadium where the best games are held.
* Initial ideas
Pda is a brand produced in Korea, but make consumers think that it is a French brand. Still, Koreans prefer brands from other countries that are well known for their fashion and sports goods like France. I incorporated that point into the brand Pda to increase the value of the brand, and the color of the French flag was used as the brand's representative color.
Pda's logo consists of a very simple geometry shapes. The middle circle embodies a dome-shaped stadium overlooked from the sky, and as it is a sports brand, a sharp triangle is applied to a soft curve to give it a sporty atmosphere. The letters of each Pda are all the same shape, and only through the rotation of the shape, the logo of the brand Pda was completed.
The client said they are planning to produce and sell tennis balls with their logo printed on them first when the Pda is launched because tennis is very popular in Korea now. In particular, they said they will produce a trainer version of the tennis ball that is not well ventilated, which is often used for beginners' lessons. I provided various examples to clients to show how well Pda's logo matches the tennis ball.
In addition, examples of sports accessories with their logo were presented to the client. Simple cotton t-shirts and mock-ups of socks were presented, and the client was very satisfied with the result.
We asked the socks manufacturer for sampling production and there were some problems. For more efficient production, it had to be woven in a jacquard way, but we heard from the factory that perfect circles and sharp lines are difficult to implement in that way.
So, based on the advice of the factory, I made a modified Pda logo suitable for the jacquard method that will be used only when producing clothes and provided it to the client.
Socks were also provided with the jacquard woven examples and
sock designs inspired by French flag colors to highlight their brand identity.
More information and photos can be found on
CS Sports's Instagram accounts below.
@cssports_korea
