Work / AIM

AIM

A circle, a fine rule and the name in full.

AIM · Fashion and sportswear · Branding

Under the leavesA render: the mark rolls in on the orange sleeve and stops upright.

AIM, Athletes in Motion, is a sportswear brand. The studio designed its identity and its guidelines: the name set inside a circle, a fine rule, and ATHLETES IN MOTION beside it; six colours from ink and orange to sage and mist; Zeniq Tech for headlines and RNS Sanz for text.

The films on this page are built from the delivered logo files, fonts and guidelines. The opening scene, the box, the mailer, the bags, the stationery and the garments are renders: generated scenes with the delivered logo composited in code.

The toneFour words from the guidelines.
ConstructionThe rule runs nearly twice the circle's height, and both share one centre line.
DrawnThe circle in one stroke, the letters inside it, then the rule and the name in full.
The mark, hugeThe circle and the open A, past the edge of the frame.
Clear spaceThe space the mark keeps, as the guidelines draw it.
The paletteInk and orange, blush, stone, sage and mist.
Six colours, one lineThe mark in each colour of the palette.
ReversedThe solid disc, in the same six colours.
The groundsThe lockup on each ground it is set on.
Zeniq TechThe headline face, open and cut like the A in the mark.
RNS SanzThe text face, in three weights.
The guidelinesSeven of the pages, from the cover to the type.
A render of a pale blue box with an orange paper sleeve carrying the AIM lockup in white, on terrazzo in leaf shadow
The boxA render: an orange sleeve, the lockup in white.
A render of a blush pink mailer lying flat on terrazzo, a sage label on it carrying the AIM lockup
The mailerA render: blush, with a sage label.
A render seen from above of the AIM letterhead, an envelope with an orange liner, a black card with the white lockup, a white card with the mark and a stone notebook, on terrazzo
The stationeryA render: letterhead, envelope, cards and a notebook.
A render of two paper bags, pale blue and stone, with black rope handles and the AIM lockup, on terrazzo in leaf shadow
The bagsA render: mist and stone, the lockup at the foot.
The cardInk on the front, the details on the back.
The descriptorATHLETES IN MOTION, running.
A render of a near-black training t-shirt folded square on terrazzo, ATHLETES IN MOTION and the AIM mark in white across the chest
The training topA render: ink, the lockup in white.
A render in close-up of a stone card hang tag with the AIM mark, lying on a folded sage top
The tagA render: stone card on a sage top.
A render seen from above of a canvas tote with the AIM lockup beside a folded pale blue top, on terrazzo
The toteA render: canvas, the lockup in ink.
The letterheadThe lockup at the head, the address at the right.
Three formsLogotype, mark and reversed mark.
At restThe lockup as the logo file sets it.

AIM, Athletes in Motion. Identity and guidelines by Alternative Space. The hero, the box, mailer, bags, stationery and garments are renders: generated scenes with the delivered logo composited in code. Zeniq Tech by Hans Co; RNS Sanz by Yorlmar Campos.

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