Olympus sports new look by Light & Coley

Sports equipment manufacturer and retailer Olympus Sports has unveiled a new identity and logotype by Light & Coley.

The new identity will be used across all ranges, including sports shoes and clothing, and at point of sale and on packaging.

“A fundamental part of the brief was that the new identity had to function either as a symbol and logotype together or as a stand-alone symbol,” says Light & Coley managing director Alan Coley. “It had to be flexible and easily reproduced across a broad range of applications.”

The logotype was hand-drawn and designed to “reinforce the qualities expressed through the symbol while harmonising with it to function as a complete unit,” according to Coley. “The symbol was created to express in a single mark `the spirit of sport’ in terms of movement, excitement and dynamism,” he adds.

The consultancy carried out a full audit of applications, analysis of the market place and commissioned Research International to carry out consumer research on the identity. “We also asked DDg Brand Guardians to carry out a worldwide search and registration programme on the new identity to guarantee uniqueness for Olympus on a global basis,” says Coley.

The new identity will not be appearing on the manufacturer’s 200-strong retail chain facias in the near future. Olympus is considering whether it should persevere with the shops or divest the chain in order to concentrate on manufacturing.