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Wize athletics Logo

CATEGORY

logo design • branding

CLIENT

Studio 360 (previously Studio Web Essence)

A hand holds up a white water bottle with the WIZE athletics logo on the front.

Project

Wize Athletics provides online educational materials to high schools with a focus on a science-based understanding of physical and nutritional needs of young student-athletes.

Brief

Studio 360 requested that I design a logo and develop the branding for Wize Athletics. The logo should be bold, simple, and direct. It should appeal to educational institutions and high school staff and should be gender neutral. Although there could be a connection to sports,  obvious varsity-style fonts were to be avoided.

Initial Drafts

Three initial draft ideas were presented to the client. The first included an italicized Z in order to capture a sporty sense of movement and energy. The second option features a rectangle behind the tagline that subtly evokes the idea of a podium. The third option pushed a bit beyond the client’s comfort zone with a softer humanist font in an edgier more youthful style. The second draft was selected by the client.

Colour Palette

As we developed the colour palette, we aimed to capture a sporty energy while remaining gender neutral. Consideration was given to bright, youthful colours that high school students could identify with.  The more intense elements of these palettes are grounded with more conservative deep greys and blues. 

Ultimatley, the client selected option 3, a middle ground that maintains deep blues as the primary colours, but compliments them with teal, fuschia and caramel.

Two colour palette options are displayed, using a series of coloured squares and the wize athletics logo. Option one features an intense fuchsia next to a bold saturated orange and a lighter, more yellow-based orange. These colours are grounded by a deep cool blue-grey and a lighter warm grey. Option two is more conservative, focused on a cool grey and a lighter soft blue.
Colour palette options two and three are displayed using coloured squares and the Wize Athletics logo. Option three features a very dark, deep blue paired with a medium blue. These are enlivened by a medium teal-green, a warm fuchsia, and a golden caramel. Option four, features a more purple-leaning deep blue next to a bright cyan and a bright bold minty green.

Finished Logo

Some adjustments were made to the logo and palette at the final stage in order that the tagline would be easy to read in various applications. 

The tagline rectangle was changed to an outline for use against lighter backgrounds, the tagline font was made bolder, the contrast between the deep blue and the tagline colours was heightened.

Social icons were developed for use in social media that add a playful energy and showcase the brighter colours in the palette.

The final version of the logo is shown in all its variations against a white background on the left and a deep blue background on the right. The social media icons are displayed along the bottom. In this final version, the tagline font has been changed to bold, the contrast of the colour palette has been increased, and the rectangle behind the tagline has been changed to an outline rather than a solid shape.

Branding guide

I developed a branding guide that includes the final colour palette, appropriate fonts for web and marketing, examples of possible applications, and the final logo in all its variations.

A white baseball cap is sitting against a grey background. On the front of the cap, the horizontal version of the Wize Athletics logo has been printed.
A mockup displays five pages from the Wize Athletics branding guide floating against a grey background. In the center is the typography page. The colour palette, logos and cover page are floating behind and partially hidden by the typogrphy page.

Credits

Floating screens mockup: Image by aleksandr_samochernyi on Freepik

A hand holds up a white water bottle with the WIZE athletics logo on the front.

WIZE Athletics

CATEGORY

logo design • branding

CLIENT

Studio 360 (aka Studio Web Essence)

Project

Wize Athletics provides online educational materials to high schools with a focus on a science-based understanding of physical and nutritional needs of young student-athletes.

brief

Design a logo and develop the branding for Wize Athletics. The logo should be bold, simple, and direct. It should appeal to educational institutions and high school staff and should be gender neutral. Although there could be a connection to sports,  obvious varsity-style fonts were to be avoided.

Two colour palette options are displayed, using a series of coloured squares and the wize athletics logo. Option one features an intense fuchsia next to a bold saturated orange and a lighter, more yellow-based orange. These colours are grounded by a deep cool blue-grey and a lighter warm grey. Option two is more conservative, focused on a cool grey and a lighter soft blue.
Colour palette options two and three are displayed using coloured squares and the Wize Athletics logo. Option three features a very dark, deep blue paired with a medium blue. These are enlivened by a medium teal-green, a warm fuchsia, and a golden caramel. Option four, features a more purple-leaning deep blue next to a bright cyan and a bright bold minty green.

Initial Drafts

Three initial draft ideas were presented to the client. The first included an italicized Z in order to capture a sporty sense of movement and energy. The second option features a rectangle behind the tagline that subtly evokes the idea of a podium. The third option pushed a bit beyond the client’s comfort zone with a softer humanist font in an edgier more youthful style. The second draft was selected by the client.

Colour palette

As we developed the colour palette, we aimed to capture a sporty energy while remaining gender neutral. Consideration was given to bright, youthful colours that high school students could identify with.  The more intense elements of these palettes are grounded with more conservative deep greys and blues. 

Ultimatley, the client selected option 3, a middle ground that maintains deep blues as the primary colours, but compliments them with teal, fuschia and caramel.

Thanks to Patricia Rotschild for her feedback on the initial drafts and collaboration on the development of the colour palette.

The final version of the logo is shown in all its variations against a white background on the left and a deep blue background on the right. The social media icons are displayed along the bottom. In this final version, the tagline font has been changed to bold, the contrast of the colour palette has been increased, and the rectangle behind the tagline has been changed to an outline rather than a solid shape.

Finished logo

Some adjustments were made to the logo and palette at the final stage in order that the tagline would be easy to read in various applications. 

The tagline rectangle was changed to an outline for use against lighter backgrounds, the tagline font was made bolder, the contrast between the deep blue and the tagline colours was heightened.

Social icons were developed for use in social media that add a playful energy and showcase the brighter colours in the palette.

A white baseball cap is sitting against a grey background. On the front of the cap, the horizontal version of the Wize Athletics logo has been printed.
A mockup displays five pages from the Wize Athletics branding guide floating against a grey background. In the center is the typography page. The colour palette, logos and cover page are floating behind and partially hidden by the typogrphy page.

CREDITS

Floating screens mockup: Image by aleksandr_samochernyi on Freepik

branding guide

I developed a branding guide that includes the final colour palette, appropriate fonts for web and marketing, examples of possible applications, and the final logo in all its variations.

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