Sorry this brief is a little long and detailed, but please read it carefully, we don't want you to waste time on a design which does not correspond to what we are looking for.
The current logo was created a few years ago and needs refreshing. The main reason is that we are looking for a logo which can be applied to new product lines as we are diversifying our product ranges into clothing and sporting apparel, luggage and sporting goods.
What needs changing; the CF initials, which stand for Chronofocus are not appropriate, because Chronofocus is one word (not Chrono Focus). We liked the initial idea of a 3-D logo, like a plastic capsule and this may still be appropriate, but it does not translate very well into a 2D logo.
The word/ font does not necessarily need changing, we are looking for a change in Icon at present.
What Chronofocus means and what we do:
Our companyʼs central mission is to provide products and solutions which measure and improve athletic performance. The sub-logo of our brand is hence «Performance Solutions».
People engage in sporting activities, which is a great thing, but in order to improve, you should set objectives and measure your performance. The element which is most frequently used for measuring performance is TIME (Chronos in ancient Greek). So this will be the point or element most athletes FOCUS most on -> hence CHRONOFOCUS.
So there are obvious links to: • Time (watches, chronometers, seconds and hour hands on a clock,) • Targets • Aiming for a target and reaching it • Performance improvement • Vision (eyes,...)
Our clientèle is mainly but not exclusively masculine. We want the brand to have a powerful presence and convey a sense of STRENGTH, SPEED, AGILITY, POWER, BALANCE, PERFORMANCE. For this reason, the website (www.chronofocus.com and shop http://shop.chronofocus.com are both with rather masculine outlines and colour codes (a lot of black and orange)
Reference points for some ideas:
• I love the simplicity and solidity of the Under Armour logo, as an example
• There are some good reference points in the worlds of MMA/ UFC, but I donʼt want to get into sculls and bones or maori tattoo designs.
• I would like the icon to be both instantly recognisable as meaning Chronofocus (and whatʼs behind the brand), yet simple, clean and pure.
-> I repeat that we do not want a logo with CF or 2 separate words Chrono Focus. The name is a single word Chronofocus and if the logo is based on a letter, it should be a C only.
-> Also, the icon design, please imagine it printed on a shirt or cap and ask yourself "would this look as good, as stylish and as iconic as the Nike swoosh or the Under Armour logo...?"