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LoV é uma empresa responsável por produzir roupas versáteis como tops, casacos e bermudas para corredores profissionais e amadores que estão sempre ligados na moda e nas principais funcionalidades tecnológicas do segmento, permitindo que suas peças possam ser utilizadas em vários locais, como shoppings, academia, parques, rua, etc. A marca necessitava de uma identidade visual que tivesse alguma ligação com o produto oferecido e que se destacasse frente aos concorrentes nacionais e internacionais, com isso, o meu desafio para este projeto foi desenvolver formas, cores e elementos gráficos que conversassem com a personalidade da marca.
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Para o logotipo, buscou-se criar uma tipografia própria e autêntica, para que a marca fixasse na cabeça do consumidor. Para isso, as letras foram criadas do zero buscando manter formas que representassem a ideia de uma marca mais dinâmica, leve e flexível. O ajuste óptico entre as letras também foi aplicado tornando a leitura mais agradável. A letra “L” ainda, representa o movimento dos pés dos corredores, tanto pela sua inclinação quanto pelas curvas.
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Director/Designer: Vitor Linhares
Pesquisa e redação: Ellen Ventura