Serve Society: two S’s, one community

Studio Stealth · Brand identity

Serve Society: two S’s, one community

How two intertwining S’s, drawn from the seams of a tennis ball, became the mark of a community brought together by sport.

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What’s inside

  • The idea behind the mark
  • From tennis-ball seams to two S’s
  • The roundel: Unite · Serve · Play
  • How the identity holds together

About this insight

Two intertwining S’s express the spirit of connection: individuals coming together through a shared love of sport.

Inspired by the flowing seams of a tennis ball and the graceful curves of Art Nouveau, the mark brings movement and elegance into a timeless symbol of community.