Crafted a Bold and Distinct Identity for the Largest Beach & Water Sports Event, Inspired by Balinese Culture /2022/

YEAR 
2022

CLIENT 
Salvador Ramirez, JTA Design

ROLE
Brand Identity Design

Designing a logo for a global sporting event is more than just creating a visual mark—it’s about telling a story. The 2023 ANOC World Beach Games, set against the stunning backdrop of Bali, needed a brand identity that could capture the essence of elite competition, oceanic movement, and deep cultural heritage.

The ANOC (Association of National Olympic Committees) World Beach Games is an international multi-sport event that brings together athletes from across the globe to compete in dynamic beach and water sports.

The logo needed to meet ANOC’s standards for a globally recognizable sports identity while also presenting the cultural identity of Bali.

My challenge was to translate these requirements into an identity that resonated with both the global sporting community and the people of Indonesia, especially Bali. Every element of the design needed to balance tradition and modernity, ensuring it would stand out on the world stage while staying true to its local roots.

Before putting pen to paper, I immersed myself in ANOC’s existing brand guidelines, Olympic-affiliated aesthetics, and the previous edition (first) of the World Beach Games. At the same time, I delved into Balinese artistic traditions, studying patterns, symbolism, and cultural motifs to infuse authenticity into the design. Understanding where and how the logo would be used—on uniforms, signage, digital platforms, and merchandise—was equally crucial in shaping its final form.

(1) Initial design (2) First revision (3) Final adjustment by JTA Design

After multiple iterations and refinements by me and the team from JTA Design, the final logo emerged—fluid and dynamic, symbolizing movement, waves, and the competitive spirit of the games. The incorporation of Balinese elements created a distinct visual connection to the host location while remaining universally appealing to an international audience.

The logo was the visual core identity of the ANOC World Beach Games 2023, officially unveiled at the XXVI ANOC General Assembly in Seoul on September 19, 2022. This launch cemented its role as the face of the event.

Although the Indonesia Olympic Committee’s withdrawal ultimately led to the event’s cancellation just weeks before its start, the process of crafting this identity remains a testament to the power of culturally resonant design in global sports branding.

Collaborating with JTA Design on a project of this scale and significance was an incredible experience—one that highlights the enduring impact of thoughtful, strategic design.

CREDIT
Salvador Ramirez—Creative Direction (Managing Director, JTA Design)
All mockups are courtesy of JTA design