Scholz & Friends: Appearance for World Cup 2017
The fifth edition of the Alpine World Ski Championships in St. Moritz promises to be dazzling, inspiring, and full of atmosphere. The visual identity created by Scholz & Friends is designed to live up to these expectations.
The primary attribute "dazzling" is visually reflected in the key visual "crystal". The crystal stands for St. Moritz as a symbol of an alpine, golden shimmering unique specimen, in whose fractal structure the much-cited magical light of the Engadine shines. The golden crystal thus combines the brand positioning "dazzling" for St. Moritz with the symbol of victory of all Alpine Ski World Championships, the gold medal. The appearance is characterized by illustrations depicting the four alpine skiing disciplines slalom, downhill, giant slalom and super-G.
Stylistically, these tie in with the almost 120-year-old tradition of tourist-sport poster art in the Engadin and St. Moritz, but transfer it into the 21st century. Based on crystal, ski racers are depicted in fractal abstraction, so that they shimmer in the unique light of the Engadin and the 2017 World Ski Championships. The first implementations can be seen on posters, tarpaulins and flags on site since mid-December 2013.
Responsible for the LOC of the Ski World Championships St. Moritz 2017: Hugo Wetzel (President), Andri Schmellentin (Head of Department Marketing, Communication & Social Events), Michaela Reichel (Head of Marketing). Responsible at Scholz & Friends Switzerland: Tanita Bohny, Michèle Gutmann, Martin Samsel (consulting); Gregor Fitz, Wim Lanz, Lorenzo Müller, Lukas Frei (creation).
