Brand identity brief

I was approached to create a brand identity for British Olympic athlete Morgan Lake, that represented her personality on and off the field. When competing in junior competitions Morgan mainly was a heptathlete but was branching out into single event sports like high jump.

Considerations

I needed to create an identity that would work with or without the title ‘Heptathlete’ as well as creating a marque that would sit alongside Morgan’s main sponsors; Nike, Red Bull, Price Waterhouse Coopers & GSK Human Performance Lab.

The logo had to be able to work across various platforms including apparel, digital, print and advertising.

Several logo concepts were considered, all based on Morgan’s initials, ML. There was also the symbol of the heptagon that represented Morgan’s participation in the heptathlon that Morgan’s team at Wasserman and I were keen to explore.

Brand identity brief

We were approached to create a logo for Morgan Lake, British Olympic athlete that represents her personality on and off the field. When competing in junior competitions Morgan mainly was a heptathlete but was branching out into single event sports like high jump.

Considerations

We needed to create an identity that would work with or without the title ‘Heptathlete’ as well as creating a marque that would sit alongside Morgan’s main sponsors; Nike, Red Bull, Price Waterhouse Coopers & GSK Human Performance Lab.

The logo had to be able to work across various platforms including apparel, digital, print and advertising.

Several logo concepts were considered, all based on Morgan’s initials, ML. There was also the symbol of the heptagon that represented Morgan’s participation in the heptathlon that we were keen to explore.

The Result

The desired logo was to combine two routes in to one, taking the fluid ML marque and investigating the composition with the heptagon, emphasising the movement of high jumping. It was important that the ML marque may need to be on its own further down the line so also needed to work independently of the heptagon.

What was produced was an uplifting, minimalist, fun and youthful logo that represents Morgan’s personality and professional character. It represents her as a winner and determined athlete and is aspirational to all young track and field athletes out there.

The Result

The desired logo was to combine two routes in to one, taking the fluid ML marque and investigating the composition with the heptagon, emphasising the movement of high jumping. It was important that the ML marque may need to be on its own further down the line so also needed to work independently of the heptagon.

What was produced was an uplifting, minimalist, fun and youthful logo that represents Morgan’s personality and professional character. It represents her as a winner and determined athlete and is aspirational to all young track and field athletes out there.

Morgan Lake competed for Britain at the Rio Olympics in 2016 and won Silver at the 2018 commonwealth games. We are very proud to have supplied her with a unique and personal brand identity and look forward to seeing her grow in her athletics career.

Credits: Alexis Chabala/Kintzing __Photographer (top image) __Lift, website design __Wasserman, agency