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The Bernie Black Athletics logo is a powerful visual identity that effectively communicates the brand’s ethos of strength, resilience, and high performance. The use of a gorilla as the central figure ties into the primal power and determination that athletes aspire to, while the modern font and color choices appeal to contemporary consumers looking for stylish yet functional athletic wear. The tagline and emblem further solidify the brand’s message, making it memorable and aligned with its target audience in Canada and beyond.
This design would resonate well with athletes who are serious about their training and who value both the physical and mental aspects of sports performance.
Gorilla Icon:
The central icon of the gorilla conveys strength, power, and resilience, which are key qualities in athletic performance. The angular, geometric design of the gorilla adds a modern, edgy feel, suggesting a contemporary and robust brand.
Tagline:
EMBRACE THE ANIMAL, EMBRACE THE MAN
This tagline plays on the duality of embracing one’s primal instincts (the “animal”) and human discipline (the “man”). It suggests that the brand is not only about physical strength but also about mental resilience and inner balance—important aspects of athletic achievement.
The circular emblem reinforces the brand’s identity with the gorilla icon, surrounded by the tagline and the brand name. The circle itself suggests unity, wholeness, and continuous improvement, aligning well with the values of a high-performance athletic brand.
Logo design, visual identity
The text “Bernie Black Athletics” is displayed in a clean, bold font, which reinforces the brand’s focus on strength and clarity. The font choice is modern and straightforward, contributing to the overall no-nonsense, high-performance message of the brand.
The color gradient applied to the typography—shifting from a warm pinkish-orange to a cool blue—adds dynamism and energy, which is fitting for an athletic brand. This gradient also creates a visually appealing contrast that makes the brand name stand out.
The gradient effect suggests transition and versatility, qualities that are important for athletic wear that must perform in various conditions. The warm to cool gradient can also symbolize the journey from effort (heat) to cool down, a common theme in athletic performance.
The colors used are vibrant but sophisticated, appealing to a modern audience that values both style and performance.
Living in Victoria, BC-CA
Working Worldwide
All works © PIERO SALARDI® 2025 → CREATIVITY, IMAGINATION, SOUND, AND COLOR™
Please do not reproduce without the author’s written consent.
