The Atelier LaDurance comprehensive visual identity. Packaging, labeling and point of sale items are designed purely from a practical point and they display the kind of logical simplicity you are likely to find deeply rooted into the French aesthetic of every day.
Like the repairkit: an emergency capsule that has been put together to an autonom-ous design with only off-the-shelf metal components. Manually assembled, one by one and attached to all Atelier LaDurance denim products with a keyring. Containing a thimble, 2 buttons and a piece of lining and a piece denim cloth.”
Designed by Stormhand Country: The Netherlands
Discussion 08/05/2009 with 6 of peer students - Before made the questionnaire, I discussed people who are doing fashion design, product design, interior design and graphic design also they can be my target audiance age group and then I made the questionnaire with their opinions. In this discussion, i could get a better understanding of what they think about sportswear and to reflect it into my product.
The Questionnaires would raise the confidence level of my arguments and more certainty on my research.
“Cosmo” packaging and promotional material
Waves - The New Swooshes
After years of being number one, swooshes have now been replaced by the so-called waves. Waves are hugging the limelight.
Technology organizations that produce and market groundbreaking products and services use this type of company logo design. By using the "organic 3d" effect, logo creators avoid that cold image look which is so typical of other companies' logos in the technology field.
New Rainbow / Color Scale
These logos convey the concepts of sophistication, technology and freshness. With a nearly infinite number of possibilities for combining colors, the visual effect is invariably special
The "Ugly" 80's
These logos don't have beautiful shapes, shadows, mirrored reflections, warm colours, or icons that signify something
Transparency in logo design
"Web 2.0" Logos
Actually refers to certain technologies.
The New Crest
Brands of choice when buying sports clothing and footwear for leisure/fashion, (July 2007)
4. Timberland (14)
5. Puma (12), Umbro (12)
6. Quiksilver (11)
7. Kickers (10), Ben Sherman (10)
8. Ralph Lauren (9)
9. Billabong (7), Fred Perry (7)
10. O'Neill (6), Berghaus (6), Tommy Hilfiger (6), The North Face (6)
11. Animal (5), Lonsdale (5),
12. Peter Storm (4)
13. McKenzie (3)
14. Boxfresh (2), Rohan (2)
15. Olympus Sport (1)
Other 8 None 25
The top three brands remain extremely popular as a choice for leisure rather than active sport/exercise with Adidas in the lead at 38%, Nike on 37% and Reebok on 29%.
Wide appeal of product to many age groups
Adaptability of sports fashion for different uses
Rising popularity of niche/fashion sports brands
Rising participation in some sports like running, hiking
Massive over-distribution of brands
Weakening value perceptions among consumers
Challenge from conventional fashion retailers
Core consumers likely to switch spending to other categories
Prior to launching my brand, I looked at strengths and weaknesses of the sportswear market. The strengths are that they have wide range of age groups and can be worn for different and various purposes. The most noticeable weakness is massive over-distribution of brands in this market.
(Buying director, mail order group of Mintel, 2006)
Why do I want to conduct this project?
The reason why i have decided to create the sportswear brand is that sportswear market is growing dramatically. While the men's formal suit industry is decreasing, the sportswear market is increasing gradually. Moreover, sportswear brands are expanding their market to the casual wear sector. According to Mintel survey, many sportswear and casual wear brands are focusing on clarifying their brand identity because of this phenomenon. And the graphic designs and branding identity designs of them are very crucial factors in in communicating the brand identity to consumers. And there have been needs for new graphic design and logo types which can reflect rapidly changing young consumers’ desire and can communicate a brand’s concept using an integrated graphic design scheme.
Fred Perry was born in Stockport, England and he is famous as the last Englishman to win the Wimbledon men’s singles title.
Fred Perry was the World’s No. 1 tennis player from 1934 to 1938.
Fred Perry collaborated with Tibby Wegner to invent the sweatband in the late1940’s and the pair then went on to launch a sports shirt in 1952 (at Wimbledon).
The Fred Perry laurel logo was based on the old Wimbledon symbol.
Fred Perry polo's have been associated with the Mod scene for years.
British brand while expanding into a global market.
By comparing with other brands in the ‘Price: (high to low) (Functional to fashion)’ matrix diagram, pursuing brand will be located at the ‘Fashion and high price sector’ along with brands such as Lacoste and Fred Perry’.
"Is it now more important for sports brands to be fashionable or to be functional?"
Art director Nathan Gale said that fashion is a huse part of any sports brand's adenda. unfortunately too many manufacturers seem fixated on the past, meaning not enough new models are being released(Nathan Gale, 2008).