Brief
Craft the PlayAI logo and visual identity into a powerful brand that connects with audiences.
Approach
Sport is dynamic and constantly evolving. To thrive, athletes need agility — on the field and beyond. PlayAI is a tech start-up shaping authentic digital identities for athletes, sitting at the intersection of emerging technology and sporting talent to give players greater ownership and control.
For the three brand territories, our organising thought was: where the cool factor of sport meets the cutting edge of AI.
Existing logo
Concepts
Concept One
PlayAI blends cutting-edge AI with a people-first ethos. The logomark distills the letter P into three simple forms — a play button, half circle, and pixel — symbolising momentum, technology, and adaptive intelligence.
A bold pixel grid overlays authentic athlete photography, visually bridging the real and digital worlds. Gradients break the structure with organic energy, while vibrant colours and strong typography create a dynamic, standout identity.
Concept Two
This concept embraces bold, dynamic graphic treatments to represent the intersection of sport and technology at the heart of PlayAI. Screen-like shapes form the foundation of the logo, abstracting each letter of “PlayAI” into intersecting forms that reveal triangular play buttons at their core. The result is a minimal yet energetic identity that balances a tech-first aesthetic with tactile patterns and vibrant colours, reflecting both the cutting-edge innovation of PlayAI and the human energy of sport.
Concept Three
PlayAI is building the framework for athletes to launch their best digital selves, creating structure and control for the future. Our logo acts as a customised signature, symbolising each athlete’s personal tick of approval and serving as PlayAI’s mark of authenticity.
This concept extends into the wider identity through dynamic linework that connects elements across applications. Inspired by blueprints, these layouts nod to both sport and technology and can be tailored to different sports or individual athletes, forming a flexible yet cohesive visual system.
Project Scope
These concepts are the result of a three day design sprint to achieve a completed brand guideline document for PlayAI in two weeks.
I lead the project with support from Design Director Mikaelee Miller.
Final brand case study here