The symbol is only one part of the identity. The logotype gives it a different voice. We combined a strong, expressive “Oslo” with a much lighter “Tennisklubb”, creating a contrast that feels both established and contemporary. Used together with the emblem, the identity can shift from formal and heritage-driven to bold and expressive without losing recognition. This flexibility became important across signage, merchandise, communication and the club website.

Once the identity had more than one voice, it needed rules that would hold everything together. Dark green remained the foundation, connected to the club’s history, while clay orange and sandy beige gave the brand warmth and a more contemporary character. Typography, colour, photography, stickers, illustrations and layout all work as parts of the same system rather than isolated elements. The brand can change tone depending on the context: quiet and prestigious when needed, expressive and energetic when the club comes alive.

The website is where the identity gets to move. Instead of creating one fixed visual template, we treated each page as a canvas. Colours change. Typefaces take different roles. Photography, hand-drawn illustrations, stickers and layouts can become louder or quieter depending on the content. That flexibility makes the tennis club website feel alive, while the underlying system keeps every page unmistakably OTK. At the same time, the experience had to work for very different audiences: long-time members, families, new players and people discovering the club for the first time. The structure makes it easier to understand what the club offers and find a way in.