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.
Strategy, Art Direction + Design