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Brand Identity
Scody is a well-known and established Australian sports clothing manufacturer based in Brisbane. Throughout the history of the brand the visuals always reflected the true values of the brand – innovation, activity, community, craft. Scody believes that clothes can make athletes feel good, help them achieve their best results. The brand finds it important to reflect the modern times and needs of an athlete, thus Scody has undertaken a rebranding.
As we started discovering options for modernising the look and feel, we had to make a difficult choice to leave the previous mark behind and try finding a new path that would suit the brand.
We took inspiration from the nature of the cycling, weaving roads and bike racks. Tracks through forested areas and the curvature of the hills.
We’ve noticed a pattern, a curvy letter S, in all these elements. It lead us to creation of a 2-element logo that included a stand-alone brand mark and custom typography for the name to ensure that elements can work separately when necessary.
Inspired by the brand mark, we extended the road and created a graphic element which we call “Road loop”.
Scody has already successfully implementing their new brand identity into their clothing.
Images are provided by the courtesy of the brand.
The new brand identity ended up fulfilling all the needs of the brand, it speaks to their new younger audience, creates dynamic visuals, accommodates to digital and print materials.
