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New Logo for Anadolu Efes Sports Club by Brown&co



Noted Aug. 24, 2018 by Armin

Industry / Sports Tags /


(Est. 1976) “Anadolu Efes Spor Kulübü (English: Anadolu Efes Sports Club), formerly known as Efes Pilsen, is a Turkish professional basketball team that is based in Istanbul, Turkey. It is the most successful club in the history of the Turkish Super League (BSL), having won the league’s championship 13 times. The home arena of Anadolu Efes S.K. is the Sinan Erdem Dome, in Istanbul, which has a seating capacity of 16,000 for basketball games. The club has its own practice facility in the district of Bahçelievler, which was built in 1982. The team competes in the Turkish Super League and the EuroLeague. The club is owned by the Efes Beverage Group.” (Wikipedia)

Design by

Brown&co (London, UK)

Related links

Anadolu Efes post

Relevant quote
As with many sports, basketball in Turkey is almost a religion, meaning that any changes to iconography can often be met with the same iconoclastic abhorrence. The challenge, then, was to attempt to “add” to what was already in existence with the Anadolu Efes identity (rather than to change it), adding relevant emotional and mental equity to the current, somewhat flat and lifeless, badge.

Brown&co provided text

Images (opinion after)
New Logo for Anadolu Efes Sports Club by Brown&co
Logo evolution.
New Logo for Anadolu Efes Sports Club by Brown&co
Logo introduction.

A multi-stroke star for a logo is not the most exciting of concepts but it would be salvaged with good execution, which the old logo didn’t manage to, especially not with that basketball shoved in the crotch of the star. Nonetheless it was an improvement over its previous logos which were basically a beer label — the team’s owner is Efes Beverage Group — with the words “Spor Kulübü”. The new logo is a good evolution, taking the star and giving it more life and meaning with a blue arrow, a red flame, and a white strike to make a more interesting, memorable, and merchandise-able icon. I feel like the heavy stroke around the shield overpowers the icon and could have probably done without it. The typography is weird. I guess it’s fine for the most part but the curvature of the words are odd — especially “EFES” which sits flat on the bottom but has a very, very slight curvature on top that looks almost like a mistake. I like the “1976” for some reason. Overall, a solid improvement from what they had and a more appropriate representation for what is the country’s top team.

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