Client: The AIQ (Athletic Intelligence Quotient) - the leader in sports intelligence testing since 1998 (NFL, NBA, MLB, NHL, NCAA, UEFA, and Olympic athletes).

Source of discomfort: Younger brands with a fresh perspective on sports intelligence were gaining traction.

Therapeutic remedy: A look into the company’s strategic positioning led to a full brand refresh.

  • “The little red sofa is an essential service to any company trying to craft its relationships with its customers.

    They helped us formulate a vision, craft a clear message, and define a blueprint to move forward.

    The result was much-needed clarity and confidence. Growth accelerated, ROI became a 10x multiplier, and they served as a North Star while we were sailing in shark-infested waters.”

    — Scott Goldman, Ph.D. - Owner & Performance Psychologist, AIQ 

Playbook Sport Intelligence Brand Design

The transformed brand identity centers around a bold triangular monogram, designed to evoke precision, strength, and momentum. The pointed “A” is intentionally sharp like a measurement tool symbolizing the brand’s core focus: quantifying athletic intelligence with accuracy. The inclusion of “ESTD. 1998” grounds the design in credibility, while the modern typography and color palette signal trust and innovation in equal measure.

Logo Design Sport
Logo Design Sport
Various designs of the "AIQ" logo with "ESTD. 1998" are shown in "Flat," "Sign," and "Depth" styles. Grid lines illustrate logo placement on an app icon. The logo is displayed on a smartphone screen corner.
Color and Brand Elements for a Sport Intelligence Brand
Open Sans font sample displaying alphabets and numbers on a black background.
Close-up of iPhone screen with app icons including "AIQ," Calendar, Photos, Maps, and Clock, displaying time as 11:52.
Blue and white tennis court lines forming geometric shapes on a sports field surface.
Mobile app interface designs on black background, showcasing AI sports analytics features such as reaction time, spatial awareness, and mental health insights.
Athletic website design with images of a sprinter on a track, football player in helmet, and abstract graphics with text promoting reaction time and game awareness.
Graphic design featuring a smartphone displaying an Instagram post of an athlete in a starting position, flanked by promotional images for 'AIQ' with text 'Discover the AIQ' and 'Get Started.'
Laptop screen displaying a collage celebrating sports achievements with text "Over 20 years, 13 championships in the making." Features 5 NCAA, 4 Super Bowls, 3 World Series, 1 NBA Championship. Includes photos of athletes celebrating, holding trophies, and a championship ring.
Digital tablet displaying the cover of an AIQ Report with a white background, black text, and a geometric design including a partial black-and-white photo of an American football player.
Two tablets displaying a detailed performance report for a quarterback in the National Football League, covering attributes like visual spatial processing, reaction time, and decision-making, with scores and graphics indicating strengths and areas for improvement.
Open booklet with charts and text, featuring a detailed score breakdown and analysis.
Brochure Design for a Sport Intelligence Brand
Lanyard Design For a Sport Intelligence Brand
Two lanyards with attached badges, each displaying a QR code. The badges are dark-colored with text indicating '2023' and 'aiq.team'. One has orange accents, the other blue.
Smartwatch with a blue strap and black screen displaying time "21:37" and logo on blue background.
Blue and black hoodie with an orange zipper, featuring a logo with a triangular design and the text 'ESTD. 1998.'
Playbook Branding for a Sport Intelligence Brand
"AIQ" logo in blue with "ESTD. 1998" text beneath.
Text "Discover pattern recognition" in blue.