After over 30 years, AtletiCAGenève decided to modernize its corporate identity. It was time to say thank you and bye-bye !
Since the meeting was constituted as an association (January 2018), breaking away from the traditional link with the Centre Athlétique de Genève club, whose acronym CAG was prominently displayed in the name AtletiCAGenève, it was important to give a new impetus to this organisation.
The typographic choice is based on a desire for clarity, readability and balance.
The hope is that once and for all we no longer see such confusing misspellings: Athletic CAGenève, Athlétic A Genève, Athletic-Genève, athletiCA Genève, Atlhética Genève, Atletica Genève, Atlhetiquegenève, etc.
ATLETICAGENEVE, now written linearly and in upper case, simplifies reading by removing the accent and using a single color, red. It is this same red that maintains the historical link with the former club, a club with which the meeting maintains a privileged relationship of collaboration (Art. 2 of the statutes).
This elegant graphic element, partially underlining the logo, recalls the wavy flag shape of the old logo, but a little more stylized and dynamic.
It thus becomes a form which simultaneously illustrates the dynamism (of the organization), the movement (of the athlete’s gesture), peak performance (athletic) and speed.
Through this logo, the whole new communication aims to be more sober and therefore more effective as a brand.
If the red version corresponds to the meeting, the ATLETICAGENEVE association will use the anthracite gray color to define itself.
Indeed the athletics meeting is not necessarily the only activity of the association. The latter, as provided for in the statutes, can organize, if necessary, other non-profit sports events.