OUTDOOR MEETS PERFORMANCE
Under Armour’s mission statement has always been a driving force behind the company’s progressive objectives: “Make all athletes better through passion, design, and the relentless pursuit of innovation.”
More recently, the Brand’s focus to gain market share in the outdoor industry has slowly made it’s way into customers’ carts. After establishing itself as a performance product leader in other areas of sport, Under Armour continues to explore what its perspective is in this category.
Outdoor Core Elements
One of my main goals was to create a system of symbols that would represent UA’s outdoor pursuits. Focusing on our key areas of product (water, trail, and snow), it was determined that a circle, square, and triangle would make up the “Core Elements.”
Each end-use category in the outdoor performance department needed a “brand.” Something to convey what exactly the target market was and a differentiating factor for the customer to associate with.
Using the three distinguished end-uses, logotypes were originally created followed by supplementary symbols that would also act as iconic representations of this.
As stated above, each end use would be accompanied with an expressive icon. This would allow for more graphic versatility across products. Each of these basic shapes tie back the core elements concept.