The rebranding and repositioning of a 53 years old private sporting club.

The lines of the activities and hobbies, practiced by the membership base, were used to construct and define a logo of pride, strength and longevity. The icon in the center, symbolizes the beginnings of the friendships that were created 50+ years ago. Today, the new generation of members can deeply relate to the center icon; as those values of the past are greatly welcomed by them.

The board of directors and membership base of Club Nueva America of Quito of Ecuador were overwhelmed at the significance portrayed by the lines of the logo and what they represented. They have now begun the planning the implementation and repositioning of their brand.