Established in 1990, FADU (Federação Académica do Desporto Universitário, Academic Federation of University Sports in English) is an organization in Portugal focused on sports as a tool of educational development. It acts like a less carnivorous version of the NCAA by organizing events and enabling communication between higher education students, almost 7,000 of them, across all possible sports from soccer to basketball to chess to bridge among 25 total activities. A new identity has been created by Braga, Portugal-based Gen Design Studio.
The old logo was so quirky it went past bad and back to good in a way that hip Dutch designers wish they could pull off every day. But, yeah, it’s a good thing it’s being replaced. Especially with such a well thought out and superbly executed new logo. Constructed from abstractions of different motions from each sport, the “U” shape logo looks like a medallion of sorts and comes across as bold and simple, despite its internal intricacy. Unlike another “U”-shaped logo made out of a bunch of stuff — hello Unilever — this one is harder to decode as all of its parts are cropped, coming to full view only when the logo changes slightly to include the complete piece, giving the identity a constant changing shape and breaking out of what could become boring symmetry. I’m not a big fan of the typography, from the type choice, Mic 32, to the way it’s used so small in the divisions. But that’s a really minor complaint against one of the best flexible icons we’ve seen all year.