Year: 2021
Sector: sports equipment
Status: concept
Hoka One One is a company founded in 2009 with the goal of producing the best cushioned running shoes on the market. In the past 12 years, the brand has established itself as one of the leaders in the running equipment category and has grown enormously. To keep up with growth, the visual identity was refreshed in 2016 by Andrew Coss, and has remained largely unchanged since.
As Hoka One One continues to grow, how will its brand identity evolve? This is the exact question that this concept tries to answer.
The signature Hoka One One bird mark and logotype are updated, keeping the unique touch while making them more modern and dynamic, allowing them to better reflect the character of Hoka running shoes.
Color palette is designed to be dynamic to combine well with the shoe designs in marketing materials. While the core colors always remain unchanged, the secondary colors adopt the palette of a specific shoe design.
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