Sportivo clothing store is one of the most cutting-edge, modern shops in Madrid. The values of contemporary style, quality and the store’s innovative spirit set the tone for the brand development. Beginning with a simple logotype and typography, we built the Sportivo universe out of a combination of icons formed from the logotype’s characters, acting as symbols that reinforce the spirit of the brand. Its identity is reinforced through the icons that adorn and shroud the brand. The icons give the Sportivo universe a more friendly, fun and modern feel in terms of representing the store’s personality and clothing. Likewise, the icons act as symbols, creating a nuanced, enigmatic look.