The London Shuffle Membership's id is all in regards to the pinks and blues of Miami
A visit may not be possible at the moment, but the UK's first shuffleboard club relies on pastel-colored interiors and a playful visual identity to get people to try the sport at some point
London studio A New Kind of Kick designed the club's graphic language after being instructed to create something "more adult" when the club switched from a seasonal pop-up to a permanent venue. It also had to reflect what design director Robert Loeber calls the “social task” of sport.
“The design strategy is based on the 'For Fun. To fame, ”he explains. A disrespectful nod to the competitive spirit that prevails and enables us to let ourselves go. "
The studio developed a series of patterns and other graphic elements loosely based on the game itself. The smiley face is an allusion to the shuffleboard biscuit or puck and to the stick with which it is pushed around – the so-called Tang. It appears in a series of social media animations, posters and also merch for the club.
Identity undoubtedly has a cheesy feel, which Loeber says is linked to the reputation of the game. "It's known as something that you do on cruise ships, especially for the elderly," he explains. We wanted this feeling of fame to come through as if it had an established story that led us to the retro feel of typography in particular. "