IDENTITY

Objective: To create an identity for the world’s first high definition extreme sports network RushHD

The design of the network package employs a number of visual metaphors to reinforce the notion of an actual adrenaline rush. Stark graphic shapes lead up to peak RUSH moments. In the Network ID’s these appear as elemental bursts and work to act as a “Thrill Meter” where intensity levels are achieved and then surpassed. The ID’s named Burn, Hyper, Flow, and Nirvana are based on the ascending physical Chakras described in eastern philosophy. The toned down uncluttered look also allows beautiful high definition footage to lead the way.

When viewed in sequence, the RUSH ID’s represent an arc upward from the basic physical effort towards an ultimate mental state of bliss. It all culminates in a peak moment wherein the logo represents the moment of RUSH as a bold, electrifying state of mind.