Sportclub Meran: What is left from the old logo – and why it now looks different

Growing since 1868, now 19 sections strong – and a single identity for all

Established in 1868. Now 19 sections strong. And just as many stories to tell, characters to meet, and identities to discover. Some sections came across almost as brands in their own right, some were closer to the Sportclub, while others were barely independent. As an organisation, the Club had long been one, but was visually not yet recognisable as such. A new logo alone would have made little difference.
 

After a phase of analysis and workshops, we suggested a branded house architecture: a strong umbrella brand, clearly assigned brand identities for each section, and exceptions where needed. This has led to a visible sense of belonging, while retaining the characteristics of each section.
 

The eagle from the city's coat of arms is now shaped into a number one. The city walls have become a letter M.

Defining elements of the old logo have been given a fresh twist: The eagle’s head from Merano’s city coat of arms evokes a dynamic ‘1’, the city walls form a white ‘M’, and the three stripes lend a sense of movement to the logo. The number ‘1’ stands for sporting excellence and community. Hence the new claim “We Are One.” – 19 sections and a shared motto. The claim unifies the communication strategy and carries the One concept into every application.
  

As organisations grow, their brand worlds often drift apart: so, a new logo alone won't help. Careful research and a strategy that organises, connects, and leaves room to breathe are what's needed. Brand architecture clarifies what should be visible together and what can remain distinct. What idea keeps your brand together?

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Please contact: Philip Schwienbacher