2XU makes great products. I know from personal experience. For the past year using their swim shorts and cycling shorts training for an Ironman, I thought the brand was pronounced "2 ex you". Then a friend who has worked with the brand recently told me the correct way to read the brand name is "2 times you". This makes sense since the tag line is "Human performance multiplied". Like the punchline to a joke, a brand logo must be crystal clear and require zero explanation, or it runs the risk of losing or reducing its desired effect, impact and meaning.
As a freebie, I have recommended to 2XU they change their brand to "2xU". The brand's meaning is much clearer and requires no explanation. They would not have to change any website domains and would probably only have to file an extension to existing trademark copyrights, if any. They could gradually incorporate the new brand logo into their lineup of gear and other items minimizing the conversion expense.
As a freebie, I have recommended to 2XU they change their brand to "2xU". The brand's meaning is much clearer and requires no explanation. They would not have to change any website domains and would probably only have to file an extension to existing trademark copyrights, if any. They could gradually incorporate the new brand logo into their lineup of gear and other items minimizing the conversion expense.
Current Brand Logo | My Draft Revision |
To see their great products, visit www.2XU.com.
CKB Solutions is all about real solutions for the real world. To learn how we can help your business, contact Greg Kovacic in Hong Kong.
CKB Solutions is all about real solutions for the real world. To learn how we can help your business, contact Greg Kovacic in Hong Kong.
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