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.
2025
sport, sweat & symbols
masther's thesis
THE BRIEF
As the written component of my final year in Artistic Direction, 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.
The thesis dives into how visual codes — such as colors, emblems, mascots, and uniforms — go far beyond decoration. In the world of sports, these elements function as powerful tools for emotional connection and group belonging, often becoming stand-ins for deeper social values, rivalries, and traditions. Drawing from fields such as anthropology, cultural studies, and design theory, the research uncovers how these visual systems operate across both ancient and modern sporting contexts.
From the ceremonial ballgames of Mesoamerica to the global branding of football clubs today, the study follows how visual representation in sport has always played a dual role: uniting insiders while marking the boundary against outsiders. In this sense, sports fandom becomes a kind of modern tribalism — a space where design plays a key role in constructing identity and meaning.
The insights uncovered in this thesis directly informed the development of EUFORIA, my design-led response to the research. For those interested in the full argument and case studies, the complete abstract is available below.
