Goretex1

Bergman Associates

New York, New York. USA

The Challenge

Introduced around 30 years ago. Gore-Tex revolutionized performance outerwear. This miraculous fabric allows moisture to escape but repels rain and blocks wind, keeping wearers warm and dry in all sorts of inclement weather. Gore-Tex outerwear quickly became an essential wardrobe component for everyone from inveterate advenlurers to suburban soccer moms.

The Gore-Tex logo has become a seal of quality to consumers. Its refreshed image is significantly stronger titan its predecessor, implying guaranteed protection from the elements.

Building on its hard-earned reputation, the Gore-Tex identity includes a vocabulary of f.ve icons that explain the fabric's qualities arid the company 's registered tngline: 'Guaranteed to Keep You Dry."

The Gore-Tex logo has become a seal of quality to consumers. Its refreshed image is significantly stronger titan its predecessor, implying guaranteed protection from the elements.

Gore-Tex fabric is available only to a limited number of better outerwear manufacturers, and every item made with Gore-Tex fabric carries the Gore-Tex brand. Thus, it has become a seal of quality to consumers. Bergman Associates' challenge was to bring this classic logo up lo date and to build on its hard-earned reputation.

The Process

Bergman Associates took cues from Gore-Tex's familiar wide, san-serif type Ireatment, slimming its appearance with an extra-black condensed font. The brand's signature red arrow was replaced by a vocabulary of five icons that explain the fabric's qualities and the company's registered tagline, "Guaranteed to Keep You Dry."

The Result

The new. robust Gore-Tex brand—in both a stand-alone typographic version and an iconic-complement version—is a radical improvement over and signilicanl change from the previous mark. Nevertheless, it has such a timeless and appropriate feel that consumers are likely to think the brand looked like that all along.

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