Discover Athletics' innovative approach to branding and visual identity for XR, blending modern aesthetics with dynamic design elements.
Athletics, a Brooklyn-based brand studio, has recently unveiled its latest creation: a vibrant and insightful rebranding for XR, formerly known as Extreme Reach. This project marks a significant shift for XR, transcending its roots as a video advertising platform to emerge as a global technology partner brimming with business-transforming insights.
At the core of Athletics' design philosophy for XR was the concept of movement and progress. The studio drew upon a rich palette of creative industry tones, merging modernist elements reminiscent of fashion and skincare with influences from film, culture, and research consultancies. This eclectic blend results in a branding that is not only visually striking but also deeply resonant with XR's renewed focus on insightful, performance-driven solutions.
A pivotal element of the new identity is the logomark, centered around the letter "X". Athletics crafted this symbol with a balance of boldness and versatility, employing a middle-weight stroke softened at the radii. This foundational design extends to form the accompanying "R", creating a cohesive and dynamic mark. The animation of the logo adds a layer of vitality, with the weights of the strokes ebbing and flowing, imbuing the mark with a sense of intelligence and life.
Color and photography play crucial roles in establishing XR's brand identity. The color scheme is distinctive and warm, evoking an almost tactile, analog quality. Photographs of people in motion, accentuated with a blur effect, underline the brand's focus on dynamism and progress. The identity system further expands into dynamic, generative patterns that express the brand's momentum and extend its reach. These patterns, composed of language and letterforms, are generated by a custom tool developed by Athletics, enabling XR to scale its brand identity swiftly and consistently.
The rebranding journey of XR, as facilitated by Athletics, is not just a visual makeover but a strategic move to position XR as a forward-thinking, insightful player in the global technology landscape. This project is a testament to the power of design in shaping brand narratives and driving business transformation.
Branding and visual identity artifacts
For more information make sure to check out Athletics website.