At Neumeister we have a soft spot for basketball. So when we were asked to create a new brand identity for our local team Malbas, we jumped at the chance.

Malbas, short for Malmö Basket, had played in the highest league, SBL, a couple of times before, but had always been considered as outsiders. Not a bad starting point for a design agency.

We set out to create a brand identity that would boost the newcomers’ confidence and inspire respect among the opposition. Something that would celebrate the less corporate side of the sport. A little bit cooler, less expected. More street, to use basketball vernacular.

Gritty, distressed lettering and the colour black felt like obvious choices for a team from a working class town like Malmö.

But the core of Malbas’ design identity is based around the fact that there are five players on the court at a time. Each player is represented by an M, arranged in a star shape to symbolize the club’s ethos: “teamwork makes the dream work”.

Surrounded by an orange circle, the star turns into something fans of the sport instantly recognize: a basketball hoop viewed from above.