The Spirit of "Leap Further" Behind Erspo's New Identity
Sports apparel brand Erspo kicks off 2025 with a fresh visual identity. The rebranding was announced via their official Instagram account, @erspo.official, featuring the latest logo of the official jersey provider for Indonesia’s national football team. As 2024 closed with both challenges and achievements, Erspo embarks on a new chapter with this refreshed identity—ushering in the spirit and power to "Leap Further" into 2025. Grafis Masa Kini had the opportunity to speak with the designers behind Erspo's latest visual identity: Agra Satria, Founder and Creative Director of Mata Studio, and Dio Augtalio, Art Director at Mata Studio, to delve deeper into the concept and design process.
The partnership between Mata Studio and Erspo began in 2022, when the studio worked on previous projects for Erigo. Building on this successful collaboration, Erspo’s founder, Muhammad Sadad, approached Mata Studio at the end of 2023 to take on Erspo’s rebranding project. “This was something entirely new for us (Mata Studio). We’re more used to branding for fashion, F&B, and other lifestyle-related projects. So, for this project, I was personally excited to try it. We took many risks because we wanted to explore this opportunity,” shared Agra. Soon after, the brief was finalized, providing the designers with the foundation to start their work. The challenge for Mata Studio was to craft a logo that encapsulated Erspo’s vision as a broader sports apparel brand—not limited to a single sport. “Together with Mr. Sadad and his team, we had many discussions about the logo concept. They actively participated in choosing and providing input on the designs. Overall, the collaboration with Erspo was very positive. They were highly cooperative and open to discussions, so, in a way, we worked through this project hand-in-hand,” Agra added.
Before diving into the visual identity design process, the Mata Studio team conducted thorough research, given that this was their first project with a sports brand. Agra and his team studied various sports apparel brands, both local and international. “We researched competitors and analyzed what made them stand out. For example, we studied Nike's products and branding. Then, we identified the elements that made their branding work,” Agra explained, elaborating further, “We discovered a design approach that is direct, bold, and active. We extracted the essence of what we learned and adapted it to meet Erspo’s design needs.” The Mata Studio team, in collaboration with Erspo, also conducted market research to establish a branding direction that would resonate with Erspo’s fans and product users.
Armed with research findings and Erspo’s vision, Agra and his team began their creative process by dissecting the brand’s name, Erspo, which stands for Ergonomic Sporty Outfit. Agra envisioned this phrase as something dynamic, fluid, yet bold and confident. Erspo also embraced a “mantra” for this rebranding: active, flexible, dynamic, comfort, and stylish. “Overall, Erspo already had a clear direction for where the brand was headed. They wanted to deliver functional yet stylish products,” Agra explained. Moreover, Erspo aims to highlight its identity as a proudly local brand—representing Indonesia on the global sports stage while fostering national pride. Inspired by this ethos and the name Erspo, Mata Studio designed a logo reflecting the wings of the Garuda, a symbol of strength and pride in Indonesia. Upon closer inspection, the letter “E” in the logo forms Garuda wings soaring skyward—a metaphor for the root of Erspo’s name, derived from the Latin word erigo, meaning “to rise.” Dio added that the upward motion of the wings—aligned with the rebranding tagline “Leap Further”—symbolizes progress and breaking boundaries.
Alongside the logo, Mata Studio designed additional visual identity elements, including graphics for various applications. These elements incorporate geometric shapes that symbolize movement, reflecting a youthful energy. The typography for the logotype bridges the transition from Erspo’s old identity to its new one. “We selected Revue, a font created in 1968, as the base for Erspo’s new logotype, customizing it to suit Erspo’s current needs. This font represents the bold, modern, and ergonomic characteristics of the brand’s story,” Agra explained. The logotype is angled to the right, matching the logo’s inclination, to signify Erspo’s forward-facing vision. Both the logotype and logogram can stand independently but also appear together when needed for various apparel products. Mata Studio also developed a corporate color palette of red and black to emphasize boldness and confidence. These masculine colors further solidify Erspo’s position as a sports brand.
This rebranding marks a significant milestone for Erspo as a sports apparel brand committed to continuous growth. A visual identity does more than enhance a brand’s image—it embodies the spirit conveyed to the public and its partners. For Erspo, this spirit is one of courage and national pride, translated by Mata Studio into a bold new identity. With the Garuda’s wings symbolizing strength and a vision for the future, Erspo is ready to support Indonesian athletes and sports enthusiasts in achieving greatness on both national and international stages.
The collaboration between Mata Studio and Erspo reflects a process driven by research, creative exploration, and in-depth discussions to produce an authentic identity aligned with the message “Leap Further”. Closing the conversation, Agra expressed his hopes for the rebranding: “I hope this rebranding is well-received and gains widespread support, considering it’s a local brand representing Indonesia’s sports spirit on a global scale. Let’s unite and contribute to supporting it.”
MATA Studio
Creative Director: Agra Satria
Art Director: Dioka Augtalio
Graphic Designer: Ivan Fatturahman, Louis Lokadjaya, Olga Yovanka
Motion Designer: Justin Alvin
3D Motion: Randy Rais
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Photo team: Moh. Farhan & ERSPO Team