DB Amsterdam collaborates with PARA SPORT on visual identity
- Jun 07, 2022
PARA SPORT, an international Paralympic committee, aims to strengthen the Paralympic movement by covering the space from grassroots sport through to professional athletics. The brand narrative, “It Starts With Sport” is inspired by the journey of Para athletes, highlighting how sport is often the starting point to a new life and new opportunities.
Our Amsterdam Studio was tasked with developing a brand platform to be used across all products. We created a visual language that embodies PARA SPORT’s ambitions - inspired by the brand’s values of courage, determination, inspiration, and equality.
The visual identity was created specifically to cross the lines that are often drawn between experiences of people with and without disabilities and to meet a broad spectrum of physical, sensory, and cognitive access needs. The identity was designed in high contrast to better cater to people with low vision and was purpose-tested with vision-impaired athletes.
15% of the world's population has a degree of day-to-day disability but most design does not take this into account. PARA SPORT is not just designed for para athletes, or for those with physical or neural conditions, it is about ensuring we always design for the 100%, inclusive and accessible by design.
Dan Bull, ECD, Design Bridge Amsterdam