Final Brandmark

So when I first wrote the business plan for Pettet Endurance Project, I wrote this:

” At the end of the day we aren’t about glossy print advertisements and broadcast media. We are about substance. We let our products speak for themselves, and our customers speak for our company.”

And after taking some time to really sit down and think about how the original brandmarks were coming together, I realized that I gave the designer less than perfect direction. I’d say things like the above – things about how the product was more important than the logo, but then I’d turn around and totally contradict myself by telling the designer that I wanted a logo with “movement” or “fluidity” or {insert buzzword here}.

I was trying to be just like every other endurance apparel brand that exists.

That’s not what PEP stands for, and certainly not why I created this company in the first place. So when I realized we were heading down the wrong path, I started from scratch. And that’s when we came up with the PEP logo.

Is it perfect? Probably not. Some people will love it and some won’t, but I like the fact that it makes a subdued statement about who we are as a brand. It allows us to put the product first.

At the end of the day, you don’t want to be a walking billboard for PEP. You want kick-ass gear that simply works, and that’s what our brand stands for.


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