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Brand | Print design

Dave Smith Bobsleigh


Dave Smith, a professional athlete for the Great British bobsleigh team, sought branding to back his bid to compete for Team GB lineup in the 2014 Winter Olympics, hosted in Sochi. Working internally with Black Apricot Creative, we were challenged with designing a successful brand.


We began the branding process firstly with research, idea generation and team meetings. The process allowed us to express each others thoughts and establish a direction for a brand on which we all agreed would be the right tone of voice, from which print materials would follow.


Following this we designed a series of logos eventually pushing one concept all the way. Aligning Dave’s patriotism, taking inspiration from the Union Jack flag and Team GB brand we combined Daves initial ‘D’  with the shape and motion of a bobsleigh.

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