The academy wanted to raise awareness about the value it creates, and to play up the benefits of its learning experience. The new identity is hence designed around an effective strategy, culminating in the rallying cry: Go the Distance. Visually, it translates into a descriptive logotype that layers KALS's three main pillars in a minimal yet traditional fashion. Its emblem is designed by Intersecting perfect geometries: the athletic track unfolds into a book where a seedling finally blooms from. The edited serif font helps balance modernity with the authority and tradition of the institute. The house color is ambitious, inspiring and speaks about passion for sport and knowledge.