BACKGROUND
The Baltic Sea Handball unite national teams from Lithuania, Latvia, Estonia, and Finland to compete across Men’s, Women’s, and Youth categories. This initiative was launched to foster collaboration and rivalry among Baltic nations while elevating the profile of handball in the region. The goal was to create a strong, unified identity that represents the competitive spirit, regional pride, and cultural diversity of the Baltic Sea nations.
CHALLENGE
The primary challenge was to design a brand identity that not only resonated with each participating nation but also created a cohesive, recognizable image for the Baltic Sea Handball Cups. Balancing individuality with unity was key: each country had to feel represented while aligning under one unified visual and emotional brand. Additionally, the branding had to reflect the unique characteristics of each category—Men’s, Women’s, and Youth—through distinct yet cohesive expressions, including tailored slogans for each. The identity needed to remain versatile across diverse applications such as arenas, merchandise, and digital platforms.
BRAND STRATEGY
The brand strategy centered on four core values: Unity, Leadership, Instinct, and Precision. These values guided the creation of an identity that reflects the fast-paced, intense nature of handball while celebrating the cultural connections between the Baltic nations. A modern, adaptable design system was developed to accommodate the needs of different tournaments and activities while maintaining consistency. The strategy also integrated vibrant color schemes and typography that conveyed energy, empowerment, and regional pride.
The brand expression is bold, dynamic, and inclusive, bringing the Baltic Sea Handball identity to life across every touchpoint. The pentagon-based logomark, inspired by the structure of a handball, symbolizes unity and teamwork. Vibrant colors—Baltic Blue, Sky, Pink, and Orange—distinguish categories while reflecting the energy of the sport. The slogan, “Play the Baltic Way.” ties it all together, serving as a rallying cry that unites players, fans, and stakeholders. From arena banners and team uniforms to digital platforms and TV graphics, the brand expression ensures a consistent, engaging presence that amplifies the excitement and pride of Baltic handball.
Each category was given its own slogan to enhance its unique identity:
- Men’s: Power Above Limits. – emphasizing strength and determination.
- Women’s: Her Game. Her Glory. – celebrating empowerment and skill.
- Youth: Play Young. Dream Big. – inspiring the next generation to aim high and believe in their potential.
These category-specific slogans reinforced the individuality of each tournament while remaining aligned under the overarching Baltic Sea Handball brand.
