Serengeti was brought onboard to design early stage marketing materials. But first we suggested the client consider overhauling their newly designed, overly complex, uneconomical, six colour, dimensional identity. The cost to execute this logo on various applications would put a serious dent in any budget. The client liked that the elliptical lines implied a multiple-purpose facility and the overall sports arena feel. Our task was to create a more functional brand. We removed the dimensional shadows and reconstructed the ellipses. They now related to one another as opposed to five mismatched ellipses jammed together. Six colours were reduced to two. The name treatment was strong enough to remain intact, but a more vertical configuration was adopted. This allowed the name to act as a strong base and it created a more compact shape.