Visual Identity Design for Athlst
Malin Lernhammar
ATHLST is a platform and media company that connects fans with their favourite African athletes. We often never get to see what happens off the court or on the practice sessions before a big event. With ATHLST, fans are able to support their heros while making their dreams a reality.
Working with you these past month has been such a refreshing and enjoyable experience for us. You’ve been proactive, professional, and always on time which made the whole process seamless and stress-free. Every meeting with you felt productive, and your creativity and commitment really shone through in the work. We are excited about the value your designs will bring to ATHLST, and we’re glad we got to partner with a team as thoughtful and professional as yours. Thank you once again for your outstanding partnership, we look forward to future opportunities to collaborate.
- Adejumoke Adefila, ATHLST
The challenge and solution
ATHLST were looking for a visual identity that felt personal and avoided typical clichés of the sport world - like bright neon colours and traditional photography. To create that connection between the athletes and their supporters, I focused on using texture and hand-written elements. The type and colour selection adds a modern but softer twist on traditional sports and helps appeal to a younger audience.
Logo mark
I knew the mark would be animated for documentary intros as well as printed on physical merchandise. To achieve this dynamic feeling, I used the idea of running tracks merging to represent behind the scenes practice and fans and athletes meeting. The effect also creates an a for the icon and was replicated centrally in the H of the word mark to tie the logo variations together.
Brand pattern
To further build on the idea of different sports and interconnectedness, we created a pattern based on the lines of different courts and arenas. The pattern is subtle and geometric. Perfect for a dynamic and playful, but classic business.
Impact
Representation: ATHLST now have a consistent visual identity that aligns with their focus on African athletes and being proud of your own story.
Versatility: The different logo lockups, the colour palette and font selection all make the brand easy to use day to day regardless of photography or video content.
From screen to merch: The intentional choices for every aspect of the brand means that the designs can easily be translated between applications.
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Posted Nov 25, 2025
A bold visual identity for ATHLST, focusing on personal stories and the connection between fans and athletes.
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Timeline
Aug 10, 2025 - Sep 30, 2025
