{"id":386,"date":"2025-09-02T13:13:11","date_gmt":"2025-09-02T13:13:11","guid":{"rendered":"https:\/\/kontra.az\/en\/?post_type=project&#038;p=386"},"modified":"2025-09-05T11:25:17","modified_gmt":"2025-09-05T11:25:17","slug":"branding-and-naming-in-sports-media-handikap","status":"publish","type":"project","link":"https:\/\/kontra.az\/en\/projects\/branding-and-naming-in-sports-media-handikap\/","title":{"rendered":"Branding and naming in sports media \u2013 \u201cHandikap\u201d"},"content":{"rendered":"\n<p>For the new Azerbaijan-based football media \u201cHandikap,\u201d our branding needed to reflect sports culture while also showing its goal of standing out in the local media industry.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"515\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1-1024x515.webp\" alt=\"\" class=\"wp-image-387\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1-1024x515.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1-300x151.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1-768x386.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1-1536x773.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/handikap-loqo-az-1.webp 1868w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Research &amp; Naming<\/h2>\n\n\n\n<p>The first two weeks of our branding service focused on research. Out of several options, we chose \u201cHandikap,\u201d a word linked to sports and competition, especially in betting, where it means creating a difference between rivals.<\/p>\n\n\n\n<p>To better fit the local audience, we made a small adjustment and wrote it as \u201chandikap.\u201dThis reflects the brand\u2019s main idea: <strong>making a difference.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"505\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-1024x505.webp\" alt=\"\" class=\"wp-image-388\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-1024x505.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-300x148.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-768x379.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-1536x757.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/naming-scaled-1-2048x1010.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Concept &amp; Meaning<\/h2>\n\n\n\n<p>The visual identity is built around a main symbol made of 4 circles in the shape of a \u201c+\u201d:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Four shades of green, each symbolizing difference.<\/li>\n\n\n\n<li>Green also represents victory in football.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"528\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-1024x528.webp\" alt=\"\" class=\"wp-image-389\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-1024x528.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-300x155.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-768x396.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-1536x793.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/logo-scaled-1-2048x1057.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Color Palette<\/h2>\n\n\n\n<p>The \u201cHandikap\u201d brand is built on different shades of green \u2014 and the choice is no coincidence.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Green is one of football\u2019s most symbolic colors. As the color of the field, it is naturally associated with the sport and its culture.<\/li>\n\n\n\n<li>Green also represents victory, growth, and positivity, supporting the brand\u2019s bold and dynamic positioning.<\/li>\n\n\n\n<li>Finally, using four different shades of green highlights the idea of <strong>difference<\/strong>.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"578\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-1024x578.webp\" alt=\"\" class=\"wp-image-390\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-1024x578.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-300x169.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-768x434.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-1536x867.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/colors-scaled-1-2048x1156.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Typography<\/h2>\n\n\n\n<p>The fonts used in the brand\u2019s visual identity were carefully chosen to express its character and deliver its message more clearly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Main Font: Space Grotesk<\/h3>\n\n\n\n<p>&#8220;<a href=\"https:\/\/fonts.google.com\/specimen\/Space+Grotesk\" target=\"_blank\" rel=\"noopener\">Space Grotesk<\/a>&#8221; is a modern and functional sans-serif font. It ensures high readability while reflecting the brand\u2019s technological and innovative side through a contemporary design aesthetic. It is mainly used for headings, information sections, and body text.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Minimalist and balanced design<\/li>\n\n\n\n<li>High compatibility for web and mobile environments<\/li>\n\n\n\n<li>Supports local alphabet (\u0259, \u00f6, \u0131, \u011f, \u015f, \u00e7, etc.)<br><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"538\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-1024x538.webp\" alt=\"\" class=\"wp-image-391\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-1024x538.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-300x158.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-768x403.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-1536x806.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-scaled-1-2048x1075.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Secondary Font: Broday<\/h3>\n\n\n\n<p>\u201cBroadway\u201d is a strong sans-serif font with more character, a unique look, and a style well-suited to the world of sports. It is mainly used in highlighted elements, campaign titles, and areas where the brand\u2019s emotional side needs to stand out.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Bold and confident appearance<\/li>\n\n\n\n<li>Inspired by traditional sports poster aesthetics<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"578\" src=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-1024x578.webp\" alt=\"\" class=\"wp-image-392\" srcset=\"https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-1024x578.webp 1024w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-300x169.webp 300w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-768x434.webp 768w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-1536x867.webp 1536w, https:\/\/kontra.az\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/typography-1-scaled-1-2048x1156.webp 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>For the new Azerbaijan-based football media \u201cHandikap,\u201d our branding needed to reflect sports culture while also showing its goal of standing out in the local media industry. Research &amp; Naming The first two weeks of our branding service focused on research. Out of several options, we chose \u201cHandikap,\u201d a word linked to sports and competition, [&hellip;]<\/p>\n","protected":false},"featured_media":430,"template":"","project_category":[9,8],"class_list":["post-386","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-branding","project_category-content-marketing"],"_links":{"self":[{"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/project\/386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/types\/project"}],"version-history":[{"count":9,"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/project\/386\/revisions"}],"predecessor-version":[{"id":973,"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/project\/386\/revisions\/973"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/media\/430"}],"wp:attachment":[{"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/media?parent=386"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/kontra.az\/en\/wp-json\/wp\/v2\/project_category?post=386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}