Sugoi Launches 20th Anniversary Rebranding Initiative
SportsOneSource Media Posted: 6/26/2007 At their best, anniversaries offer a chance for celebration, reflection and rejuvenation. In 2007, Sugoi Performance Apparel is celebrating 20 years of fuelling personal bests, and inspiring confidence through incredible athletic products in a variety of ways. New branding, a vintage poster program and anniversary parties are just part of Sugoi’s 20th Anniversary Celebrations.
The most obvious outward symbol of this occasion is Sugoi’s comprehensively revamped brand identification. Working closely with Vancouver agency Rethink Communications to achieve the final design, the branding is now reflected in a wide array of new marketing expressions and emanates from the company’s core values and the characteristics of its employees. It is solidly grounded, yet independent, passionate and authentic.
“The new logo reflects the brand’s forward momentum,” says David Murphy, Sugoi’s director of marketing, “Supported by the custom word mark, the new brand embodies the energy, power, quality and technical innovation found in Sugoi products.”
The branding is now reflected in a wide array of new marketing expressions, all custom-created right down to a new proprietary type font. The logo is key to expressing the newly-inspired branding, according to Murphy, “The new icon represents a stylized figure striving ahead and represents core strength emanating from within.”
Sugoi has also commissioned a series of retro posters for instore and consumer distribution. The three posters are both kinetic and classic, and by containing both the original Sugoi Bolt and new branding, they capture the movement and power of the Sugoi idea.
Finally, Sugoi will be throwing parties at EuroBike and Interbike, commemorating the occasion with specialty dealers whose unwavering support has been vital to Sugoi’s growth through the years. “We’re not going to tell you yet what we’re up to, but we promise that the parties are going to be worth a visit,” said Murphy.