Kinetika: Brand Identity
Kinetika is a non-profit organization founded by Elizabeth Salas (former Pro Volleyball athlete, earned a PhD in biomechanics from York University) and Sokol Hakrama (former Pro European Volleyball athlete with a BSc in Physical Education).
Their mission is to teach active biomechanics for injury prevention and athletic performance to children & youth, through innovative exercise programs, while increasing accessibility through partnerships with local schools and communities.
• Full Brand Identity
• Logo and mark design
• Website platform creation for online courses sales targeting athletes and coaches
The first step was to understand the sports industry and concepts involved in the field, in order to develop a logo that would connect with the targeted audience.
Biomechanics is traditionally divided into the areas of kinematics, which is a branch of mechanics that deals with the geometry of the motion of objects; and kinetics, which is the study of the relationships between the force systems acting on a body and the changes it produces in body motion.
The logo itself was based on a type of biomechanical study called motion analysis or gait analysis, which uses computer technology to replicate the body's movement by placing sensors on articulations and building the stick man model on the screen.
The colour palette is composed by black, white and shades of grey, as well as 3 accent colours: the coral, lime and navy blue.
Kinetika's name is made with the regular Josefin Sans which is a geometric and elegant typeface, also applied on secondary text. All primary text would use League Spartan which is a strong, modern and also geometric typeface. Typography wanted to represent strength, trust and elegance.
For the mark, we looked for an elegant and playful visual. The capital K with the dot brings the idea of a person with a ball, like a football player. The informal mark is composed by a variety of icons; they represent sports that use biomechanic science to protect and enhance the athletes' motor performance.
Formal and Informal Marks
Kinetika has an online platform that provides knowledge, courses and consultancy to coaches and athletes. I am designed main pages and templates used in this platform that is available both in English and Spanish. All new presentations, webinars and collaborations were developed with the new brand guidelines.
Presentation pages for Conaideip
Webdesign Page Samples
Website Home Video Creation
How: Partnership project
What: Full Brand Identity, Web design, Video Editing
Who: Kinetika – Elizabeth Salas
Industry: Educational, Marketing