2008
Concept / Art Direction / Design

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An identity system for Burton's patented fabrication science.

The primary mark features three strokes separating a shift in type weight. The shift in weight alludes to a transition – the evaporation of sweat, regulation of temperature and transition from wet to dry. The three strokes communicate the function of the fabric – The motion of the strokes suggests wind resistance, and their upward direction, evaporation and breathability.
The strokes also communicate the structural depth and impenetrability of the fabric.

The mark and system are applied to essentially all performance oriented garments that are not GORE-TEX branded.

We commissioned a medical illustrator to create seven technical illustrations to explain each fabrication style in more detail. To inject some extra personality, we included
a wizard to highlight the key characteristic
of each style. The illustrations are currently featured in catalogs, on garment tags, and in 2009 on the Burton website.

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Featured in Los Logos 4