Read about branding, marketing and more cool stuff : Creative logo design for a new sportswear brand

Creative logo design for a new sportswear brand:

This is the second time that I have the complex task to design a logo for a clothing company, in this case this will be a new sportswear brand called Beat the Sweat, beyond than a nice logo, my idea is to design a professional concept that could be easily compared with famous brands in the same field. Is for that reason that I have started the design process doing a research based on great logos such as Nike, Adidas, Oakley, etc.

Research

After some time browsing sportswear brands, I have concluded that most than a regular logo, I must focus my creativity in creating an element that Identifies the brand, even without the name, for example, Adidas is recognized by three stripes; Puma is recognized by a Puma Jumping, Oakley is recognized by a thick vocal “O” and so on, additionally since the logo will be applied over different colors and materials, it won’t be necessary to work a specific color palette to achieve a solid brand recognition, basically I’ll be focused in creating a unique and memorable shape.

big-brands-samples-adidas-nike-oakley-puma

big-brands-samples-adidas-nike-oakley-puma

If we analyze the samples underneath, these brands have created its identity using simple and solid shapes, specially arch and stripes and the most important aspect is that all of them are communicating movement in a graphic way.

Logo Conceptualization

After some brainstorming my idea was to design a balanced and symmetric concept and at the same time try to maintain a connection with the brand name “Beat the Sweat” after some sketching, I noticed that the initials BS could be simplified to find common aspect between them, I have tried to explain the process in the graphic underneath, if we see the negative space (pink areas) in both letters is very similar, the only difference is the top right shape, it is pointing to the left while the three others are pointing right, but not big deal, we still have a balanced concept.

Rendering

Now that I have a clear idea about the concept, it is time to experiment with different alternatives and shapes basically I tried to represent the brand initials BS, using the same shape duplicated four times and pointing to the same direction except the top right.

Typography choice

After the brand symbol was created I have started an additional exploration to select the right font to represent the brand name.

Logo Construction

After some days creating different shapes and doing some typographic exploration, I have created the perfect shape to represent the brand, here you can see a detailed construction process to make sure that the shape is perfect in proportion and balance and at the same time this could be a great guide to recreate the logo in case that it needs to be reconstructed in the future.