logos: Making a strong mark- P9:when it comes to creating strong logos, design and implementation are the last steps along a long design of a visual inentity essential to the maket-ing of any brand because logos are maketing tools | 68 Logos Making a Strong Mark Client Agency GORE-TEX Gore-Tex Fabrics Newark Delaware USA 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 adventurers to suburban soccer moms. The Gore-Tex logo has become a seal of quality lo consumers. Its refreshed image is significantly stronger than its predecessor implying guaranteed protection from the elements. Belding on its nard-earned reputation the Gore-Tex identity includes a vocabulary of five icons that explain the fabric s qualities and the company s registered tagline Guaranteed to Keep You Dry. 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 to date and to build on its hard-earned reputation. The Process Bergman Associates took cues from Gore-Tex s familiar wide san-serif type treatment 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 significant 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. Bustroyy tmu iov .v. -o Client Descent Belfast Northern Ireland Agency The Missive New York New York. USA The Challenge Demand tor metals and .
