The above image evidences an exploration into all lower-case, sans-serif typefaces communicating the brand name 'asana athleisure.' I have decided to explore only this style after evaluating the strategic success experienced by Adidas via the use of the swiss, sans-serif, lower-case typestyle used by the company. This typestyle was in emergence in the nineteen-twenties in Russia, The Netherlands and Germany when Adolf Dassler began registering his ventures. The bold, modern aesthetic has served the company great purpose in establishing a timeless brand that has remained and maintained a current, contemporary identity despite the time that has passed since its creation.
By following some of the same principles as Adidas when creating the Asana Athleisure branding, I believe I will be able to produce an effective logo that is also distinctive, timeless and contemporary.
The typeface I have selected for the re-brand is Futura, set in bold for enhanced prominence and purposes of legibility, allowing the the word make to be identified with ease even at small scales and further distances. This geometrically-founded typeface is well-balanced, free of complication and unnecessary additions. The geometric aesthetic of the typeface is representative of the shapes and forms of the body and its flexibility, abilities needed to perform yoga and active/physical exercise - therefore making it relevant to the brand and its contexts. The lower-case quality of the word mark signifies the calming practice of yoga as an activity, whilst also being considered a contemporary trend (as sports luxe is also). The brand name has been optically kerned with a standard leading to ensure maximum readability.
No comments:
Post a Comment