"THE PRICE
OF SUCCSESS"
Visual
Identity
SERVICE
Sport
Fans
TARGET AUDIENCE
Figma,
Adobe Ai
SOFTWARE USED
PROBLEM
The Price of Success is a podcast started by sport journalist and football specialist revolving sport, sport culture and the players. It was a branding project based in Sofia, Bulgaria. The challenge came from creating something digestible but feeling novel at the same time. The Bulgarian audience is not going to be impressed by something too abstract.
SOLUTION
3 versions were created and introduced to the client with different levels of abstraction. It was great pleasure to try to achieve this-literal to symbolical all in one brief which the only instructions were that it needed to include red. Version 1 or the most literal was picked and it was accepted by the Bulgarian audience with flying colours.
Straight Shooter
For the first branding direction of “The Price of Success” podcast, I chose a literal and straightforward visual translation of the concept. The trajectory of the ball integrated into both the main and secondary logos reflects the idea of progress, ambition, and the path—often uphill—towards achievement. It was important to visually communicate motion and purpose, anchoring the theme in a sports context without overcomplicating the message. The use of red was a client request, but also a fitting choice—it evokes intensity, urgency, and passion, mirroring the emotional weight behind every story of success.
The Sweet Spot
this second direction takes a more conceptual approach to the identity of “The Price of Success.” Here, the logo becomes a layered symbol—at once an arrow, a goalpost, and a ball in motion. It was important for me to build a mark that feels dynamic and open to interpretation, echoing the complexity behind the idea of success. The shift to a red-and-blue palette introduces contrast and balance—red still channels ambition and pressure, while blue brings in a sense of clarity, focus, and mental resilience. This version invites the viewer to engage a bit deeper with the message, without losing its strong connection to sport.
Fine Print
This is the most conceptual interpretation of The Price of Success. At the heart of this direction is the asterisk — a quiet yet powerful typographic symbol. Commonly placed at the bottom of a page to reveal deeper context or hidden truths, the asterisk here becomes a metaphor for everything left unsaid: the unseen effort, the emotional cost, the private struggles behind achievement. It also evokes a sense of excellence, often used to mark the exceptional. Visually, the form feels sharp, directional, and elevated — aligning with the podcast’s ambition to spotlight what lies beneath the surface of success.
FINAL VERSION
The project has undergone several refinements to reach its final form. While the logo stood strong, the colour palette took a new direction after the client’s fresh vision. Today, the podcast is buzzing, delivering weekly sports updates and building real momentum across social media.
