To mark the 125th anniversary of the HSV, the Hamburg-based soccer club asked MUTABOR to create a campaign that authentically reflected its storied tradition. The result was a modern design concept with a flexible set of visuals consisting of striking graphical elements that could be combined to fit a variety of mediums and which optically reinterprets the core message of the club: “HSV – ein Traditionsverein in Bewegung” (HSV – Tradition in Motion).
At the heart of the visual language is the characteristic HSV symbol, the diamond. This classic HSV symbol can be used in combination with additional commemorative anniversary visuals, as it was done in the anniversary collection designed by MUTABOR. Furthermore, we implemented a vast array of additional communicative measures, which included immortalizing emotional highlights from club history in a series of posters featuring top players from various decades, as well as displaying their legendary jerseys on the tote bags that were distributed to fans when purchasing jerseys from the current squad in the fan shop.