The basketball dance
A brand and its mascots representing "El baile del baloncesto" (The Basketball Dance).
This summer 2014 the last World Basketball Championship has started in Spain. On the occasion of the event, FIBA decided to create a new identity that reflects the Spanish character without forgetting the image of basketball and its collective representation. In addition, this new brand must be accompanied by a mascot that reinforces the bond between both and empathizes with children and adults.
How to link the excellence of Basketball with the Spanish character? Through an identity that knows how to transmit the values associated to both, that identifies the event and its location. An identity with strength, personality, recognizable and impacting. The creative concept developed is “El baile del baloncesto”. The fusion of our most universal dance with the aesthetics of the movements of this sport becomes the common thread of communication and the graphic universe.
The brand has been built through a pictorial and colorful interpretation where moving hands merge in search of the ball. A contemporary image whose concept extends to all applications, acheiving an absolutely modern and emotional aesthetic interpretation.
Taking hands as the key element of the brand, the mascots of the event are born: OLE Y HOP, naming that alludes to one of the most characteristic movements of the game, the alley oop.
OLE and HOP have a very similar appearance, only differentiated by the color and personality of each. Both are connected by the passion of the basketball world, both are flexible, with a great sense of sportsmanship and above all, both are indivisible.