• US$400

• 81 designs

• 33 designers

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Logo Design Brief

BACKGROUND
Endurance sports, like long-distance running and road cycling, have exploded in popularity over the past decade:
• More than a half million Americans completed a marathon in 2012, a 47% increase since 1990.
• Cycling is now the biggest sporting goods market in the world ($46B).
While more people than ever are participating in endurance sports, the United States is also facing an obesity epidemic – with one in five children characterized as obese and US adults have the 2nd highest obesity rate in the world.

DESIGN CHALLENGE
Design a Brand Identity that bring to life a new brand for endurance sports enthusiasts. The brand will be a 'megabrand' of products designed to help clean and enhance the training experience like a performance-grade sportswear detergent, and professional-strength hard surface cleaner, and clinical-strength personal care items like body wash, antiperspirant, moisturizer, etc.

BRAND BACKGROUND: the term 'Domestique' means a road bicycle racer who works for the benefit of his team and leader. The brand Domestique takes that same combination of performance and service to help endurance athletes with their training and performance.
BRAND PURPOSE: Domestique's purpose is to inspire a new generation of Americans to get off the couch and into a race.
BRAND STORY: This collection of ‘super’-products was originally designed by two amateur endurance-athletes who designed the products for aid in their daily training.

PRODUCTS: (could include) the following...
• Liquid detergent designed specifically for performance-wear (e.g. wicking fabrics)
• Hard-surface cleaner/degreaser (e.g. to clean a road bike)
• High-strength disposable cleaning towels (e.g. to wipe down gear)
• Clinical-strength body-wash, deodorants and wipes (e.g. to clean yourself)
• Moisturizer/Lubricant/Sunscreen (e.g. to moisturize/protect yourself)

Target Market(s)

Design Target: Performance-driven, health-conscious, higher-income, Type-A personalities who push themselves at almost everything they do. They know and believe in the products (shoes, bikes, gear, clothing) that have a clear performance story behind them. Consumer Insight: "The woman who starts the race is not the same woman who finishes the race." -- Sign at the Nike Women's Marathon

Industry/Entity Type

It Company

Logo Text

Domestique

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• We want to see the Domestique brand design/logo brought to life across multiple products as 'packcepts' if possible.