St. Joseph Island Services Triathlon Identity Design
Capturing the precision, speed and aspiration behind Northern Ontario’s premier triathlon event with a complete brand identity redesign
Celebrating its 5th anniversary in 2008, the St. Joseph Island Triathlon is the premier triathlon event in Northern Ontario, having grown to attract over 600 athletes and spectators this year. Starting and finishing in the town of Richard’s Landing, near Sault Ste. Marie, Ontario, the event features Olympic and Sprint distance triathlons and duathlons, as well as a Try-A-Tri for newcomers to the sport, and a full range of Kids-of-Steel races.
The St. Joseph Island Triathlon had experienced steady growth since its inception in 2004, and was looking to do something special to celebrate its 5th anniversary. The existing brand was inconsistent, having been changed yearly, without a proper plan in place to build brand equity. Despite the recent growth of the sport, as evidenced by the annual increase in numbers for the event, the event is somewhat limited by geography, with the city of Sault Ste. Marie being the only “close” urban centre from which to draw competitors. Race Director Sherri Smith was looking to extend the reach of the Triathlon both within the local community and to outlying areas, both in Northern Ontario and Michigan.
The new logo developed by Jump captures the precision, speed, and elite quality that characterizes competition in the sport. The use of red denotes speed, and is representative of the red maple leaf, an iconic symbol of both St. Joseph Island and Canada. The three “buttons” are symbolic representations of the swim, bike, and run; the three sports that comprise triathlon. The wordmark is simple, clean, and precise, engendering all that a competitive triathlete aspires to be. The 5th Anniversary signature is a simple addition that allows it to be removed in future years with little effort.
After finalizing a logo, the identity was extended through various communications pieces. Letterhead and sponsor sheets were developed to put a more professional face on the event in order to attract sponsors. Brochures and posters were developed that promoted the event, and banners were created both for use at other similar events for promotional purposes, as well as at the triathlon itself. Race shirts for competitors, volunteer and medical shirts, and other apparel were created, along with medals for category winners.
The 2008 St. Joseph Island Triathlon saw an increase in competitors for the 5th straight year, despite early morning rain on the day of the event. Considering that the event typically experiences close to 50% “day of” registration, surpassing last year’s mark was quite a feat, and speaks to the value of the rebrand and promotional efforts. The shirts that were designed for the athletes have been seen worn both in training and at numerous events since the Triathlon, which demonstrates the perceived value of the item and promotes the event quite successfully to other potential future competitors. Jump will be working with the St. Joseph Island Triathlon in the future to extend the brand to the website and other communications vehicles in preparation for 2009.
Visit St. Joseph Island Triathlon online.
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