TRANSITION
Sam trains athletes to succeed in triathlon and ironman multi-discipline events and had mused over the idea of calling her newly formed business SBR Training (the S, B and R meaning swim, bike and run) but I felt that whilst it says enough about what she does to prospective clients it’s quite generic and might not stick in people’s minds effectively as it’s a common phrase already used by athletes.
I knew that in these events, the area in which the athletes change from one discipline to another is known as transition; it's where they keep their equipment set out ready for their arrival and it's also the name given to the period of time spent within the area, and in such a competetive environment it's a crucial part of each race to get right. The word transition can also be applied figuratively to those wishing to improve their performance to a more advanced level which is why I thought it'd be the perfect brand name for her business. It's relevant, positive, goal driven and catchy. Plus it's much less of a mouthful than Swim Bike Run Training, which is a bonus.
The sides of the split triangle device, as you may have already guessed, represent each of the disciplines in no particular order. The colours were chosen to reflect current athletic fashion trends and the resurgence in neon colours (because let’s face it, you need sunglasses just to ward off the effects of the sea of neon shoes these days) with gradients added for depth. I consider it important for any brand to work effectively in a single colour so that’s also been taken into consideration. The typeface used is the bold yet elegant classic that is Futura yet it looks contemporary in conjunction with the split triangle device. It's a balanced brand name too, which works perfectly with the pointy end of the triangle aligned centrally with the ‘S’.
