Image System
The image system translates the visual attitude into applicable rules.
01
The 3 Image Types
Performance in the Moment
The moment of maximum athletic presence: decision, movement and reaction converge.
Criteria
- At least 2 of 4: Active movement, body tension or change of direction, gaze focus on game situation, clear athletic action
Not this
- Victory poses, staged dynamics, looking at camera, action without game context
Function
Athletic core of the brand, highest intensity anchor
Before & After
The transition between everyday life and game: arrival, anticipation, warming up, afterglow.
Criteria
- At least 2 of 4: Transitional state before or after the game, movement without performance pressure, informal gestures / social reference, clear game context
Not this
- Generic fitness poses, isolated athletic images, lifestyle without sport reference
Function
Grounding the brand, accessibility, everyday life
Community & Interaction
Padel as shared experience: coordination, relationship, reaction.
Criteria
- At least 2 of 4: More than one person, visible interaction, shared focus, emotional reaction from the game
Not this
- Group poses, frontal camera celebration, claimed rather than lived community
Function
Social core of the brand, differentiation from individual sport narratives
02
Signage Logic Matrix
| Bildtyp | Logo | Monogram Outline | Monogram Filled |
|---|---|---|---|
| Performance im Moment | ✗ | ✗ | ✗ |
| Vorher & Nachher | optional | ✓ | Ausnahme |
| Gemeinschaft & Interaktion | optional | ✓ | dosiert |
03
Modifiers
Product Focus
At Padel-Point, a product is never the occasion for a brand image, but part of an athletic situation.
Space & Architecture
At Padel-Point, space is arena, not backdrop. Urban, aestheticized, athletically readable.
Free Expression
Free expression is allowed but not plannable. It's a bonus, not an obligation. Emotion may be visible but must not celebrate itself.
Segmentation
Segmentation is not image logic, but a systemic requirement. All image types must work for all target groups.
Exception: hero, campaign, POS
Hero motifs, campaign key visuals and POS/print follow a defined exception to the core-type rules. It extends the presenter exception (YouTube) to physical media.
- Direct eye contact and camera connection are allowed, as long as the emotion feels real and captured, never a staged victory pose.
- Planned reaction moments as the hero device: racket twirl, toss and catch, playful mock frustration, celebration straight from the game. The gesture is the idea, the emotion follows.
- In retail/POS contexts, models wear real products available in the shop, product advertising instead of logo branding.
- Still off limits: casual posing, racket pointed at the camera, real anger.
The three image types and credible game scenes remain the standard for teasers, content and all regular surfaces.
04
Traffic Light Logic
Key Visual
Shapes brand. Reference for new content. Hero positions, campaigns, brand building.
Functional
Supports commerce and structure. Categories, product-in-context, navigation.
Supplementary
Extends story and context. Behind-the-scenes, community, documentation.
05
Quality Check
- 1
Is an image type recognizable?
→ Not a brand image
- 2
Does it meet at least 2 criteria of the image type?
→ Revise image
- 3
Is the signage logic followed?
→ Revise image
- 4
Are all modifiers respected?
→ Revise image
Approved
06
AI labelling
Visuals created wholly or partly with AI carry a visible label in the image. This is not a matter of taste but a duty under EU AI Act Article 50, and it applies to us as the deployer, not to the AI tool.
- Whenever a visual was generated or altered with AI, whether it shows people, products or places. A real product photo placed on an AI background needs the label too. Only photography without any AI needs none. Retouching afterwards does not turn an AI visual into a photograph.
- Use the official EU icon only. Do not rebuild it, do not replace it with your own text.
- Size, position and icon files per format come from the central labelling specification. Ask Brand Management before setting anything yourself.