MAIN AND CROSS
Logo design & Mascot Design for Hong Kong Tennis Academy
EUTOPIA designed the logo, brand IP, and mascot for MAIN AND CROSS, a Hong Kong tennis academy that combines sports training with creativity. The challenge was to build an identity that feels structured and professional while remaining approachable to students and families. We aimed to develop a design language that expresses both athletic precision and the joy of learning, turning the academy into a symbol of energy and growth.
Logo Design Approach
The logo is built on geometric precision and rhythmic movement, reflecting the tension and balance found in every tennis stroke. Clean, structured letterforms express control and clarity, while subtle alignment details add a sense of harmony and agility. The minimalist mark captures both the professionalism of sports training and the flexibility of creative learning, serving as the visual anchor of the brand system.
Brand IP & Mascot Design
We created a green pixel cat mascot to personify the spirit of MAIN AND CROSS youthful, agile, and digitally minded. Its pixel form symbolizes creativity and adaptability, while the tennis visor connects it directly to the academy’s sports identity. The mascot acts as a friendly ambassador for students and families, enhancing engagement through storytelling, events, and future merchandise. As part of the brand IP, it embodies the academy’s belief that learning through play inspires lasting motivation.
Visual Identity Extension
The overall visual system integrates shades of green and geometric patterns to convey growth, balance, and vitality. Pixel-based graphic elements reflect the modern and digital approach of the academy, seamlessly adapting across uniforms, environmental graphics, and digital touchpoints. The design ensures strong recognition and emotional connection, allowing MAIN AND CROSS to maintain consistency and impact across all communication platforms.
Connecting Sports and Creativity Through Design
The new logo, IP, and mascot design helped MAIN AND CROSS establish a distinct and modern identity in Hong Kong’s sports education market. The brand successfully unites professional training with playful creativity, resonating with both students and families. Through EUTOPIA’s creative direction, MAIN AND CROSS evolved into a vibrant and forward-looking sports academy brand that celebrates motion, imagination, and learning with joy.
90%
Stronger brand recall
3.2X
Higher engagement
94%
Better emotional connection
3.1X
More social sharing