abstract:
This thesis explores how the visual representation of team sports reflects and reinforces tribal identity in both historical and contemporary contexts.
Drawing on anthropology, sociology, cultural studies, and design theory, it traces the evolution of sports as a cultural phenomenon, from ancient rituals and visual symbols to modern branding and global fan communities.
The research demonstrates that sport transcends physical activity to become a powerful medium for collective identity, using visual elements—such as team colors, logos, mascots, uniforms, and rituals—to unite individuals around shared values and cultural narratives.
Through detailed case studies ranging from Ancient Greece and Mesoamerica to contemporary football clubs and global sports brands, the thesis shows how visual culture in sport functions as both an inclusive and exclusive mechanism, fostering emotional connections within groups while distinguishing them from others. In the age of globalization and digital media, these identities continue to evolve, but the underlying human need for belonging remains central.
Ultimately, the study argues that visual representation in sport is not merely decorative but essential to the formation, performance, and perpetuation of modern tribal identities.
the brief
As the written component of my Artistic Direction Masters' Degree, this thesis was an opportunity to explore a subject that bridges visual storytelling and human behaviour. I chose to examine the world of sport as a cultural and symbolic system, focusing on how team sports visually express and reinforce tribal identity. The work served not only as academic research but also as the theoretical foundation for my graduation design project, EUFORIA.
Rather than viewing design elements like logos, uniforms, or mascots as surface-level branding, the thesis investigates their deeper role in shaping emotional and social bonds within fan communities. It draws connections between ancient rituals and contemporary design systems, showing how these tools have evolved — yet still serve similar symbolic functions today.
This research laid the conceptual foundation for my final design project, EUFORIA, which translates the thesis into a fictional, design-led campaign around collective joy and identity in Europe.
You can read the full abstract below for a more detailed look at the scope and key arguments.
2025
sport, sweat & symbols
master's thesis
2025
sport, sweat & symbols
masther's thesis
THE BRIEF
As the written component of my Artistic Direction Masters' Degree, this thesis was an opportunity to explore a subject that bridges visual storytelling and human behavior. I chose to examine the world of sport as a cultural and symbolic system, focusing on how team sports visually express and reinforce tribal identity. The work served not only as academic research but also as the theoretical foundation for my graduation design project, EUFORIA.
Rather than viewing design elements like logos, uniforms, or mascots as surface-level branding, the thesis investigates their deeper role in shaping emotional and social bonds within fan communities. It draws connections between ancient rituals and contemporary design systems, showing how these tools have evolved — yet still serve similar symbolic functions today.
This research laid the conceptual foundation for my final design project, EUFORIA, which translates the thesis into a fictional, design-led campaign around collective joy and identity in Europe.
You can read the full abstract below for a more detailed look at the scope and key arguments.
abstract:
This thesis explores how the visual representation of team sports reflects and reinforces tribal identity in both historical and contemporary contexts.
Drawing on anthropology, sociology, cultural studies, and design theory, it traces the evolution of sports as a cultural phenomenon, from ancient rituals and visual symbols to modern branding and global fan communities.
The research demonstrates that sport transcends physical activity to become a powerful medium for collective identity, using visual elements, such as team colours, logos, mascots, uniforms, and rituals, to unite individuals around shared values and cultural narratives.
Through detailed case studies ranging from Ancient Greece and Mesoamerica to contemporary football clubs and global sports brands, the thesis shows how visual culture in sport functions as both an inclusive and exclusive mechanism, fostering emotional connections within groups while distinguishing them from others. In the age of globalization and digital media, these identities continue to evolve, but the underlying human need for belonging remains central.
Ultimately, the study argues that visual representation in sport is not merely decorative but essential to the formation, performance, and perpetuation of modern tribal identities.
