For this project I uses Chris Do's suggest design process.
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/72512c97-6977-4288-8ee0-1fca5ccca4f9_rw_1920.jpg?h=7efb4dba65c683fe79ea91d15c10cc6b)
The Brief.
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/c8ad09e9-6dd8-47f1-983c-5bca824cc276_rw_1920.jpg?h=be070578170e944ac477579a677744fd)
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/dd262494-b3f4-46b8-87de-0c19ffc1237c_rw_1200.jpg?h=c7ead58c1d6cc4bf3c678669869a85c9)
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/0054e3e6-ed26-4514-ad76-2cae800d91b9_rw_1200.jpg?h=967c2e6f527a76231f8aa4e76c63378e)
Research.
When I began this project, all I knew about the spartan race was that its some sort of elite obstacle course. Through research, I learned that race is one component of the brand. There are a variety of products under the brand. More importantly, it is a philosophy for self-improvement through training and discipline.
The use of Spartan imagery in their branding is a metaphor for this. The identity needs something that can symbolise this instead of an image of a literal Spartan.
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/69851476-a2c8-4558-bb5c-1ee050cf7d32_rw_1920.png?h=7bf066bdf843f6a71ea90862d67adc26)
Image Buckets.
5 visual areas of research: Spartan mythology, The Spartan Race, Mud races, Constructivism and Shepard Fairey.
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/e8b80ddc-5101-4577-94af-8b55e48b03eb_rw_1920.jpg?h=48f0545386630c296e144334c8083e43)
Stylescape.
The brief only stated to apply the logo to a t-shirt. I kept in mind that this logo will have to work on a variety of brand applications.
Key values of the Spartan Race brand:
Strength, Challenge, Active, Forward, Lifestyle, Unbreakable, Gritty
Typeface.
DDC type was chosen as the hero typeface as the brand needed a font that had industrial strength, worked when displayed large, and was robust enough to look good if it was damaged
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/b04073ae-7c3e-4d77-8655-63aa53c0d45c_rw_1920.jpg?h=e02dd501e93145bb006fc666f6f43587)
Sketch Ideation.
I explored some design ideas and came up with 4 solid ideas.
1. Spartan concept
2. Superman S concept
3. Lambda with homage to vintage Reebok branding
4. Lambda concept
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/290db2d7-325f-4892-bf58-f6a0a792f22c_rw_1920.jpg?h=ce836364ed4fbd0c59fcf93c07bb01db)
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/5d416a86-965c-4e16-9099-968e9c13c511_rw_1920.jpg?h=e1815c9eebf928f1d13a97ab38084d17)
Design.
After posting on Instagram, my lambda design was my strongest concept and further developed. A major development was the removal of the damaged textures. I felt that the logo did not need a texture because:
1. Many applications of the logo will damage it creating textures.
2. In context with other brand applications it will inherit the values.
3. Provides a competitive visual difference.
4. It can work with other parts of the Spartan Race brand.
I felt it was unnecessary to apply a texture so I decided to keep it clean. I focused on creating a logo that was readable when damaged.
![](https://cdn.myportfolio.com/d92dedc1d97f80a9520ed181bae62c6a/d9375c26-7a29-4520-91c1-b5df56cf7616_rw_1920.jpg?h=8108c27f6797fc04352fd83065ffb55a)