Sugoi

Sugoi
  • Creative Directors: Ian Grais & Chris Staples
  • Agency: Rethink
  • Recognition: Lotus Awards 2007 Best Logomark Design (Merit), Logo Design Love (1st & 2nd Expanded Edition), Brand Identity Essentials

Sugoi is a 20-year old technical cycling apparel company founded in Vancouver. As their brand evolved to embrace runners and triathletes, a refreshed identity was initiated. The logo symbolizes a stylized S figure striving ahead, communicating the brand's forward momentum and representing core strength emanating from within. Supported by custom typography, the modern identity embodies energy, boldness, technical innovation and quality.