Kemper Open

This work extends the Kemper identity into the realm of event branding, translating a corporate system into a dynamic visual language suited to public communication. The composition is anchored by the Kemper wordmark on the left, paired with a modular “Open” typographic block, maintaining the disciplined geometry of the core identity. From this stable origin, the design unfolds into a bold system of red and blue bands that sweep across the page, culminating in a circular medallion. This movement introduces energy and direction, evoking both the trajectory of play and the ceremonial character of a tournament.

The circular form on the right—resembling a target or seal—serves as a focal point, enclosing a more traditional emblematic motif. This juxtaposition is deliberate: modernist structure meets the heritage language of sport. The red, white, and blue palette reinforces an American context, aligning the event with national sporting culture while remaining consistent with Kemper’s established visual system. Ottinetti balances precision and expression here—the strict grid and typographic control are preserved, yet the sweeping lines and concentric forms introduce motion and spectacle. The result is a compelling example of how a corporate identity can be adapted to event communication without losing coherence or authority.