Athena Athletics
Branding | Logo Design
Athena Athletics is a concept athleticwear brand made for women looking for clothes to train in. Utilizing function over fashion as the core objective, Athena focuses on only the best for women’s training.
Know-How
Color Theory Editorial Design Brand Development
Year
2024
Client
Academic
Programs
Adobe InDesign. Adobe Illustrator
Introduction
Athena Athletics is the end result of a ten-day logo challenge. From a quick idea and slapped together design to a full scale brand identity, Athena is a research-based brand book for women to reach optimum athletic training through apparel.
The Ask
This project was rooted in not knowing what was coming next. My branding professor assigned a ten-day logo challenge, one logo a day for ten days, and told us nothing from there. After presenting all logos and the process that came with their curation, we were introduced to standard brand guidelines. From there, this mini challenge turned into a weeks long full scale brand identity and book.
The Process
Early Research
Much of this research lied strictly in brand perception. I took an excerpt from The Brand Gap by Marty Neumeier and kept it in the back of my mind; that brands are a gut feeling, not just a logo and color palette. I found and analyzed other brands who represent similar ideals.
Figuring It Out
This process was a treacherous one. I wanted to find a balance between fitting within what seems standard for women’s athleticwear brands and bringing a newer idea to the table. Weeks were spent going back and forth on the primary logo mark as I kept running into the same issue, it looked like a sailboat. The more and more I tried to lean into an idea that felt right, the more I found myself making something that looked wrong. This was a situation where going back to the drawing board was the best option
Nailing The Idea
Going back to original sketches and research helped centralize how I wanted this to look. The situation at hand forced me to dig even further into research. As much as I’d like to say there was an “Aha” moment, this process really moved forward with a relief that the balance was found. This was the segway to a full logo suite, that eventually led to a well-rounded brand book.
The Result
Athena Athletics is a full-fledged brand guide, made with the intention of properly communicating how to represent this women’s athletic wear line. Featuring a logo guide, color palette, brand voice, and imagery, this book provides a baseline to how this brand should be properly represented.