Sport e Salute S.p.A. is the Italian public company that plays a key role in the development and promotion of sport and physical activity across the country.
Following the tender we won in May 2025, we began collaborating with a well-established institutional organization that required a rebranding process to highlight its values and objectives. Guided by a strong and distinctive concept, and after designing the new logo, we developed a visual language capable of conveying the company’s identity and narrative. Together with its marketing team, we oversaw every detail of the rebranding launch: an online and offline action plan addressed first to employees and then to the broader public.
Concept
The idea stems from the strong, interconnected communities that Sport e Salute’s initiatives are able to create. The vibration that emerges is pure energy—energy that pushes us forward, toward the future. The pulse it generates represents inclusion and closeness, but it also identifies the places where all of this becomes possible.
An institutional yet impactful language
From the standalone logo used in institutional applications to the broader language that embraces Sport e Salute’s value-driven messages, the identity strengthens the brand narrative while welcoming and including. It speaks to all age groups, to those who embrace a healthy lifestyle, to those who experience cities as places of meeting and innovation, to athletes and to those who are becoming one.
Modularity and dynamism
Sport e Salute’s visual identity becomes modular, dynamic, and consistent. Every element is designed to speak a shared, vibrant, and accessible language. The logo acts as a visual generator: it creates rhythm, direction, and hierarchy.
The typeface, Roma Neue by Cast Foundry, gives the brand a solid yet flexible voice. The color palette is structured on multiple levels to support institutional communications, campaigns, and local initiatives. Finally, the radial grid transforms the mark into a system: every composition originates from the impulse and expands outward.
To make the system open and generative, we developed a proprietary tool capable of creating the impulses according to the identity’s construction rules. An intuitive interface allows users to adjust the main parameters and produce consistently coherent variations, expanding the language and demonstrating, in practice, its inexhaustible potential.
The launch of the new identity was accompanied by an integrated campaign designed to make Sport e Salute’s transformation—and its new way of communicating—clearly visible.
Together, we built a collective narrative: a series of social content pieces that introduce the manifesto and amplify its messages, showing how the new visual and strategic system becomes a tool for connection, culture, and belonging.
The campaign activated Italy’s main national communication channels: a print campaign in selected newspapers, a coordinated out-of-home advertising plan, and—on the occasion of the Rome derby—the projection of the animated video presenting the new identity, along with pitch-side banners. A unique narrative, conveyed through multiple formats, giving voice and space to the impulse the brand represents.
A narrative that extended into Sport e Salute’s physical spaces, appearing on the façades of the main offices in Rome and Milan.
The new logo is not just a symbol, but the visual presence of Sport e Salute’s commitment—an energy that does not fade within these places, but is brought to life precisely here.
Sport e Salute is the Italian public company responsible for promoting sport, physical activity, and a healthy and inclusive lifestyle throughout the country. It is the national point of reference for the implementation of public sports policies, as well as for the management of facilities, events, educational projects, and widespread sports-welfare programs across the territory.
