Japanese design studio Nendo has created the logo for the Japan Association for University Athletics and Sport, which can be extruded to create its trophies and cut to make its medals.
Nendo's logo for the Japan Association for University Athletics and Sport (UNIVAS) features symbols including a dove for sportsmanship and a chessboard to symbolise strategy arranged in a manner similar to a western family crest.
The logo's shape will be extruded from aluminium and cut in slices to create medals and longer forms to be trophies.
The logo looks like a western crest
UNIVAS was founded in 2018 to take a supervisory role over different universities and sports in Japan, following the model of the National College Athletic Association in the US. Nendo designed the logo to reflect this western influence while including Japanese symbology. "The logo was designed aiming to convey multiple messages, combining Japanese and western culture, tradition and youthfulness," the studio said.
It is made up of five stylised symbols
The logo, which looks like a stylised version of a western crest, combines five different symbols on a shield divided by lines formed by the Japanese sign for university.
The mind is represented by candle lights to express discipline and compliance; technique by a chessboard symbolising strategy and skills; physical strength by "a courageous and physically powerful lion"; knowledge by a book that stands for academia, and virtue by a dove that sy...