Fencing Meets
crafting the soul of your vision
Budapest’s Legacy
Few sports carry the weight of tradition and elegance quite like fencing. With its roots deeply embedded in history and culture, fencing combines discipline, artistry, and athleticism in a way that resonates worldwide. When the organizers of the Men’s Sabre World Cup in Budapest approached us to design the brand identity of the event, we understood immediately that this was more than a design brief. It was a chance to create a visual narrative that honored both the legacy of the sport and the iconic city that hosted it.
Sabre fencing is not only a competition, but also a reflection of centuries of heritage. Its movements have inspired film, fashion, and photography, its elegance has long been associated with refinement and grace. This posed a unique challenge, because any identity we developed needed to echo the essence of fencing without reducing it to cliché. Budapest, the host city, added another layer of responsibility. Known for its grand architecture, cultural landmarks, and historical weight, Budapest stands as one of Europe’s most recognizable capitals. The identity had to bring these two worlds together, fencing and Budapest, into a cohesive visual language.
Our team began by producing multiple moodboards, exploring different creative directions. Each concept sought to strike a balance between the sharp clarity of fencing and the majestic presence of Budapest’s landmarks. Several iterations were tested, refined, and presented until the final direction was chosen. The selected design embraced the iconic imagery of classical columns, inspired by the colonnade of Heroes’ Square, one of Budapest’s most internationally recognized landmarks. These columns became the foundation of the visual identity, lending the event a sense of both timelessness and grandeur.
The centerpiece of the project was the event’s backdrop, the large-scale visual that framed the competition and was visible in every broadcast and photograph. Designing this was far from a simple task. The backdrop had to capture the essence of the event, reflect the identity of the sport, and celebrate Budapest, all while meeting practical needs. It had to avoid distracting athletes during competition, provide clarity for fans in the venue, and maintain visual harmony for television audiences around the world.
The solution was a carefully balanced column design. The rhythm and density of the columns were meticulously adjusted to ensure they created a striking visual without overwhelming the athletes or the viewers. The backdrop was not just decoration, it became an integral part of the stage on which the world’s best sabre fencers performed.
The reaction exceeded expectations. International federations and local organizers alike praised the creativity and thoughtfulness of the design. Fans attending the event openly commented on the elegance of the visual identity, and we heard spontaneous remarks in the crowd about how striking the backdrop looked. Beyond the arena, the design gained recognition across international forums and social media, reinforcing the idea that branding is not an afterthought but a key element in shaping the perception of major sporting events.
For our team, the Men’s Sabre World Cup project was a defining example of how creativity and respect for tradition can come together. It was demanding, yet immensely rewarding. Both our internal team and the local organizing committee enjoyed the process, from initial sketches to the final unveiling. Today, we look back with pride at the result, knowing that we contributed to an event that celebrated not only athletic excellence but also cultural heritage.
