The Austrian Ski Federation (ÖSV) is realigning itself to meet the challenges facing both the sport and society. The new brand strategy, characterized by passion, emotion, and professionalism, is presented in a minimalist and confident design—optimized for digital channels.
Based on the findings of the BrandAsset® Valuator (BAV), the world’s largest brand study, the groundwork for the association’s future positioning and new brand identity was laid through a comprehensive branding process. In collaboration with the association’s key stakeholders, the brand idea “#skiverrückt” was developed as the central element of the positioning.
The Acon, Ski Austria’s new logo, is a direct embodiment of the brand idea. The design of the new logo, the Acon, is intentionally open to multiple interpretations: The nine bars represent the nine regional associations. But the Acon also symbolizes skis or snowboards, tracks in the snow, a mountain peak, community, solidarity, or the letter A for Austria. It is a symbol that conveys identity while still offering room for individual interpretations.
Building on the design principles of Acons, the entire brand identity was redesigned for all relevant touchpoints. The focus was always on its use across digital channels, particularly on social media platforms and in video content.
Thousands of social media posts, full-page articles in daily newspapers, segments on the country’s major news programs, and even its own meme culture. The discussion shows that Austria is #skicrazy—even in the spring.