THERMOWAVE LOGO

Challenge

The THERMOWAVE brand was known to potential customers, but during its expansion phase, several weaknesses became apparent. Analysis revealed key issues: an impractical wordmark composition, outdated and generic design, the absence of vertical and horizontal logo versions, no standalone brand mark, and a lack of communication about the brand’s core values.

Solution

The logo was refreshed while preserving the unique original typeface, refined with subtle adjustments to make it narrower and more practical. Two logo compositions were created: a horizontal version to ensure a smooth transition for existing customers, and a vertical version to mark a new stage in the brand’s evolution with a new symbol. The new logo combines an optical illusion with an arrow, representing movement and progress aligned with athletes’ values. The color palette was retained with minor enhancements, and brand usage guidelines were prepared.

Results

The refreshed logo eliminated previous shortcomings, strengthened brand recognition, and clearly communicated movement and continuous improvement.