BSN Sports, a leader in sporting goods and apparel, needed a new logo identity for their quick decoration program called "Sprint." The primary objective was to create a unique, recognizable logo that could be used on product listing pages and in various logo lockups. The brand also required that the design incorporate their iconic victory wing logo.
Objective & Challenges:
Create a Distinct Identity: The new logo needed to clearly represent the program and be easily recognizable for consumers.
Incorporate Victory Wing: BSN Sports specifically requested that their iconic victory wing be part of the new design, to maintain brand consistency and strengthen brand identity.
Represent Speed & Efficiency: Since the Sprint program focuses on quick production and shipping, the logo had to convey a sense of time and speed.
Design Concept:
The concept for the Sprint logo revolves around the theme of time and speed. The stopwatch, a universally recognized symbol for timekeeping, was selected to represent the quick turnaround times for both production and shipping, which are the defining characteristics of the Sprint program.
BSN Sports' iconic victory wing logo is cleverly integrated into the design. Instead of simply placing the wing as a secondary element, I used it creatively as the hands of the stopwatch, giving it a dual purpose. The wing's shape also suggests the motion of something rapidly and accurately directed, like an arrow striking its mark, underscoring the program’s focus on hitting precise targets with speed and efficiency. This approach not only keeps the wing central to the brand’s identity but also reinforces the program's core message of delivering fast, reliable results with pinpoint accuracy.
Symbolism and Connection:
The overall design successfully ties together multiple aspects of the Sprint program:
Stopwatch & Wing: The stopwatch symbolizes timing, while the victory wing—doubling as the hands of the clock—serves as a reminder of BSN Sports' heritage.
The Sprint Wordmark: The name "Sprint" itself relates to a race, symbolizing both speed and the company’s association with sporting goods.
Typography:
The wordmark "SPRINT" is bold and italicized, reinforcing the feeling of forward movement, acceleration, and efficiency. The clean and strong lettering also reflects BSN Sports' standing as a leader in the competitive sports apparel industry.
Final Logo Outcome:
The resulting logo is visually striking, instantly recognizable, and aligned with BSN Sports’ brand identity. It serves its purpose across digital and physical platforms, making it an ideal mark for the Sprint quick decoration program.
Conclusion
This project exemplified the importance of blending creativity with brand consistency. By integrating BSN Sports’ iconic elements and aligning the logo design with the values of speed and performance, this logo now stands as a strong visual representative of the Sprint program's promises—fast production and delivery.
This case demonstrates the effectiveness of thoughtful design in creating brand recognition and clarity for product-specific programs while maintaining cohesion with the broader brand identity.