Challenge

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Strange Practice has partnered with 3sixteen on special projects for more than a decade. For their first athlete-focused apparel, the brand wanted to slightly refresh it’s the main symbol to set the Active Collection apart from the core line.

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Using the existing language

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The collection mark expands on 3sixteen’s existing mark and creates a new brand code that conveys speed and movement. Instantly recognizable, but a totally new expression.

Application

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Reflective heat transfers of the mark provide visibility for morning and dusk runners. The rounded icon is the perfect counter to the clean, straight lines of of the garments.