Built for the game
Go for gritty, distressed lettering. Add black. The obvious choices for a basketball team from a working-class town like Malmö. When designing Malbas’ new visual identity, we focused on three things: the soul of the city, an uncompromising love for the game, and the power of team spirit – captured in a symbol as bold and collective as the game itself.
Project
Malbas Redesign
Client
Malbas
Assignment
Brand Strategy
Visual Identity
Implementation
Born from basketball fever
In the early 70s, the Harlem Globetrotters landed in Sweden, bringing more than just trick shots and flashy moves. They brought a message: basketball is fast, thrilling, and packed with showmanship. All you needed? A pair of Converse, a ball, and a hoop. Sweden fell for the magic of the game, and in that atmosphere, Malbas was born in 1975. Today, the club is home to over 1,400 active members – still driven by the same love for the sport.
From concept to court
The assignment wasn’t just about creating a new identity – it was about bringing it to life. From match kits and the website to merchandise and stationery, we applied the design across key touchpoints, ensuring a bold and consistent presence for Malbas
Not just a logo.[br] It’s a mindset.
Five players, five M’s – each representing the individuals on the court. In the logo, the M’s lock together, forming a star – a bold statement of what this club stands for: teamwork makes the dream work. Framed by an orange circle, the star transforms into something every fan knows by heart – a hoop seen from above. A mark of unity, passion, and pure love for the game.
At a time when red and blue dominated the court, we chose black – a colour Malbas could truly own. It brings a presence that stands out without shouting. And as a backdrop to the orange circle behind the M’s, it creates contrast, clarity and character. The typeface – a customised cut of a classic sports font – adds edge and confidence to every word.
More street than sweet
We built the identity with inspiration from American basketball culture – where street energy meets NBA flair. The aim was never to feel typically Swedish, but to channel grit, confidence, and presence. In Malmö, a city marked by contrast and toughness, Malbas offers something more than sport. A sense of belonging. A choice. And a symbol to stand behind – on and off the court.
