BACKGROUND: When Beach Soccer Czech Republic approached me with a logo and identity assignment, I knew I wanted to stay away from the overused motifs of palm trees, sun, ocean and a silhouette of a beach soccer player doing the signature bicycle kick (or "scissors" kick as it is known in Czech.) This visual language wouldn't feel believable an authentic in the Czech (a landlock country) environment and it wouldn't stand out among all the other world beach soccer clubs. SOLUTION I wanted to capture the fun that the world of beach soccer is. The game, the music, the cheerleaders, the whole beach atmosphere. Playful animated typographic logo and identity based on a typeface specifically designed for that purpose felt like a good idea. Letters themselves became the players kicking the "O" around. Color palette is Czech and contrasty to a traditional beach soccer event background. The feedback have been overwhelmingly positive and I'm happy that the leadership of Beach Soccer Czech decided to go with this for their industry unusual solution.