LAUSANNE (7 May 2018) – The International Volleyball Federation (FIVB) has partnered with global brand strategy and design firm Landor to create the Volleyball Nations League (VNL). Debuting on 15 May 2018, the VNL, is set to revolutionize the fan experience, making it one of the most important events in the history of volleyball.
The VNL will raise the competition level higher than ever before, providing a world-class platform for athletes to compete, and an unrivaled experience for fans all over the world. For the first time, both men and women will participate in the same competition, represented by 32 of the best teams worldwide (16 men’s and 16 women’s), including Argentina, Australia, Belgium, Brazil, Bulgaria, Canada, China, the Dominican Republic, France, Germany, Italy, Iran, Japan, Poland, Russia, Serbia, South Korea, Switzerland, Thailand, Turkey, and the USA. The VNL celebrates the equality of sport by ensuring equal prize money for both genders. Eight weeks of intense volleyball action will keep fans on the edge of their seats, culminating with the Women’s Finals on 1 July in Nanjing, China, and the Men’s Finals on 8 July in Lille, France.
Volleyball is a collective performance where individuals act as one team. While any team member can create the initial spark, volleyball is a sport where one player doesn’t own the ball. Instead, it is passed on, with the team working together to ignite the next connection.
To celebrate these team values, Landor created a brand that completely embodies the sport—a brand made of volleyball. The VNL brand lives where the game takes place: The identity and graphic system are inspired by the court’s colors and its iconic grid lines.
The VNL’s brand expression and language stem directly from the game itself. Using innovative digital technology, Landor created a unique logotype and typography where the shape of each letter was created with motion capture, tracking the trajectory of the ball passing from player to player. Landor partnered with award-winning motion design studio ManvsMachine to bring this typography to life in 3-D, conveying the emotions experienced by players and fans in the stadium during a match.
Volleyball is made of individuals who come together to create exceptional stories of performance and beauty, and the VNL celebrates these moments of magic. Landor has created a full experience for fans and players alike, from in-stadium and on-screen television graphics, staff uniforms, to designs for the World Volleyball app, medals and the winning trophy.
Tristan Macherel, executive creative director of Landor Europe, commented, “We are incredibly proud to have brought to life the spirit of volleyball and changed its perception with an innovative new brand. Our hope is to help this sport become the most competitive and engaging cross-gender sport in the world.”
FIVB president Dr. Ary S. Graça said, “This is a pivotal moment in the future of our sport. The Volleyball Nations League is the most important competition in the FIVB’s history and will revolutionize how volleyball is presented—with a unique brand to make it more fan-centric—placing our fans, both inside and outside the stadium, at the very heart of the action.”
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The FIVB is the governing body responsible for all forms of volleyball on a global level. Working closely with National Federations and private enterprises, the FIVB aims to develop volleyball as a major world media and entertainment sport through world-class planning and organization of competitions, marketing, and development activities. The FIVB is part of the Olympic Movement, contributing to the success of the Olympic Games.
A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include insights and analytics, strategy and positioning, brand architecture, innovation, identity, prototyping, naming and verbal identity, packaging, adaptation and implementation, environments and experiences, and new and interactive media.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 26 offices in 19 countries, working with a broad spectrum of world-famous brands. Clients include Adecco Group, Airbus, Bayer, BBC, BP, Citroën, Danone, Emaar Properties, Etihad Airways, Lavazza, Nike, One&Only Resorts, Procter & Gamble, Siemens, and Tata Group.