Role—
Strategy.
Art Direction.
Icon design.
Year—
2010-2011
Technology marks redesign
Credits—
Icon design & poster—
Collin Grotenhuis
Apparel application—
Craig Grabhorn
Icon design & poster—
Collin Grotenhuis
Apparel application—
Craig Grabhorn
Summary—
A brand audit revealed technology marks designed in a disparate, ad hoc, and off-brand manner.
A strategic redesign was undertaken to not only redesign the marks, but to design a robust underlying system facilitating the efficient and consistent design of new marks. Various new lockup possibilities also increase flexibility for use across many brand touchpoints.
The marks serve to communicate—in a brand-appropriate look and feel—the proprietary technology Bontrager develops and invests in its product offering, help consumers discern the value of a product level vis-a-vis its technology, and compare the technology in a specific product to competitive products.
A brand audit revealed technology marks designed in a disparate, ad hoc, and off-brand manner.
A strategic redesign was undertaken to not only redesign the marks, but to design a robust underlying system facilitating the efficient and consistent design of new marks. Various new lockup possibilities also increase flexibility for use across many brand touchpoints.
The marks serve to communicate—in a brand-appropriate look and feel—the proprietary technology Bontrager develops and invests in its product offering, help consumers discern the value of a product level vis-a-vis its technology, and compare the technology in a specific product to competitive products.