We developed a tagline that reenforces the personality of the brand and the easy-to-use nature of their products. The idea of an additional logomark was explored but ultimately killed per my recommendation that the equity of the Yakima logotype is too valuable to make secondary within a system.
An icon system was established as a shorthand for product categories within their site and catalogs.
A typography system was also devised to keep the built-strong, functional, friendly nature of the brand coherent and cohesive.
Creative Direction / Design: Mike De Haan
Copy: Ryan Coons