3X3 Unites: one brand, one clear identity
3X3 Unites is visible in many places. On the streets, at events, in sports halls, at clubs, and online. We organize competitions, train young people, and build communities. Everywhere we go, we want to show the same image. That is why there is now a new brand book for 3X3 Unites: a rebranding of our visual identity.
“We have been doing and creating so many great things for years, but a real structure was missing,” says Dusan Jocic, Creative Lead at 3X3 Unites. “Because this year we are celebrating the 10-year anniversary of 3X3 Unites, we thought it was the perfect moment for a rebranding and to give 3X3 Unites a visual look that is both fitting and attractive.”
Together with graphic designer Inass Al Oumami, Dusan took the lead in rebranding the visual identity. “As an organization, we are visually focused and we already had a logo, but with the different programs we run, different visual styles also appeared. I thought: how can we present ourselves so that everyone immediately knows, in everything we do: this is 3X3 Unites?”
When looking for a graphic designer, Dusan immediately thought of Inass. She plays basketball herself, participated in the 3X3 PRO League, already knew some people from 3X3 Unites, and had worked with 3X3 Unites before. Dusan: “She is part of our target audience and understands like no one else what 3X3 Unites stands for.”
According to Inass, a brand book is important. “It is the foundation of a solid organization, brand, or company,” she says. “You want to be recognizable and cannot have multiple identities. At 3X3 Unites, the projects were strong on their own, but did not form a whole. And it is exactly this cohesion that is needed for the organization to take the next steps.”
When looking for a graphic designer, Dusan immediately thought of Inass. She plays basketball herself, participated in the 3X3 PRO League, already knew some people from 3X3 Unites, and had worked with 3X3 Unites before. Dusan: “She is part of our target audience and understands like no one else what 3X3 Unites stands for.”
According to Inass, a brand book is important. “It is the foundation of a solid organization, brand, or company,” she says. “You want to be recognizable and cannot have multiple identities. At 3X3 Unites, the projects were strong on their own, but did not form a whole. And it is exactly this cohesion that is needed for the organization to take the next steps.”
Inass created three concepts and presented them to a group of 3X3 Unites representatives, which also included young people. Eventually, a visual identity was created in which community, leadership, street art, and basketball culture come together—elements that seamlessly fit 3X3 Unites.
The logo is still black and white, but neon green is now the main color. In addition, the different pillars within 3X3 Unites, such as events and 3X3 Leaders, each have their own color. “When you see the colors now, you immediately know: this is 3X3 Unites,” says Inass. “I really loved creating it because 3X3 Unites gave me full trust and space to do my thing.”
The new visual identity will now appear everywhere. From presentations to flyers. From social media posts to videos. And from events to the streets. Dusan: “3X3 Unites is growing fast and doing more and more. If more people connect with us, it strengthens our brand and increases awareness. That has a positive effect: we can make more impact on young people’s lives. That is exactly what we want in the year of our 10-year anniversary.”
The logo is still black and white, but neon green is now the main color. In addition, the different pillars within 3X3 Unites, such as events and 3X3 Leaders, each have their own color. “When you see the colors now, you immediately know: this is 3X3 Unites,” says Inass. “I really loved creating it because 3X3 Unites gave me full trust and space to do my thing.”
The new visual identity will now appear everywhere. From presentations to flyers. From social media posts to videos. And from events to the streets. Dusan: “3X3 Unites is growing fast and doing more and more. If more people connect with us, it strengthens our brand and increases awareness. That has a positive effect: we can make more impact on young people’s lives. That is exactly what we want in the year of our 10-year anniversary.”
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