Sugoi

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Sugoi
Design, Identity, Graphic Standards, Copywriting, Brand book concept
  • Creative Directors: Ian Grais & Chris Staples
  • Agency: Rethink
  • Recognition: Lotus Awards 2007 Best Logomark Design (Merit), Logo Design Love (1st & 2nd Expanded Edition), Brand Identity Essentials

Sugoi is a 20-year old technical cycling apparel company founded in Vancouver. As their brand evolved to embrace runners and triathletes, a refreshed identity was initiated. The logo symbolizes a stylized S figure striving ahead, communicating the brand's forward momentum and representing core strength emanating from within. Supported by custom typography, the modern identity embodies energy, boldness, technical innovation and quality.

Corn on the Cob - COMING SOON
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