OutliER // Brand Identity, LOGO DESIGN
New Brand identity and logo design for the launch of new and exciting online community, outlier, founded by ex-professional footballers fraser franks and steven gregory.
Outlier is a unique online community, founded by former professional footballers and AFC Wimbeledon teammates Fraser Franks and Steven Gregory. Working to the brand slogan of ‘get outside to help the inside’, Outlier will be working at the intersection of wellbeing, adventure and spirituality to inspire people to be more active, embrace the outdoors and live healthier lives
Fraser reached out to DRIFT in search of a logo concept that represented the core values of the Outlier brand - nature and adventure - with brands such as Passenger being an inspiration.
Having met with Fraser, his passion for Outlier was infectious and the design process was made easier by his and Steven’s clear vision for what the brand should look and feel like.
Intro
Intro
The Brief
Our brief was to design an eye-catching yet minimal logo that incorporated a range of natural elements and colours, such as green, blue, orange and yellow.
The client wanted text, sun, water and forestry included in the logo. We provided more than six different concepts, before finally settling for the above design.
The Work
Working collaboratively with both co-founders, I delivered a logo that appealed to the wide-ranging target audience - juniors to seniors.
After an in-depth consultative briefing process, we got to work on creating several stylistic directions, with different elements and colourways. The colour palette of green, orange and blue was initially requested in the brief, however we moved forward with an aqua blue throughout.
The mountain and sea represented the adventure and outdoors, both of which are at the centre of Outlier’s proposition, while the simplistic Outlier text curved seamlessly into the the circular design.
The final design was exported into various different formats and tested on a range of backgrounds to offer a realistic visual for the client.
The RESULT
“We chose to work with Joe because he understands the unique position of a footballer having been there himself, and shares the very values that we are trying to push at Outlier. We encourage our community to go against the grain and do things outside of their comfort zone, which Joe has done by following his passion for design and writing post sports career. He understood our vision for Outlier very quickly and was able to come up with concepts that encapsulated the story behind the brand. He exceeded all expectations and we won’t hesotate to use DRIFT again as we continue to find our feet.”
