Treizecizero (30-0) is a romanian online tennis publication with a solid base of 430k unique visitors a year that has always experimented with new media and formats: podcasts, live TV shows, fan stories turned into comics, fan reporting from tournaments, theme-based micro-sites. Their website became too restrictive for their ambitions, and their logo and visual style felt outdated. To maintain their financial health and uncompromised content, the publication also planned to launch a line of branded merchandise for sale, which meant they needed a highly appealing visual identity.
The new logo and visual style use a tennis metaphor - "painting the lines" - to convey the publication's courage. The "3" in the logo depicts the ball falling close to the court line, thus telling the story of a courageous game style. Similarly, key headlines "paint the lines" of the tennis court, which form a flexible layout grid.
Project designed with Storience.