Logotype -

The Musto Block logo is the cornerstone of the new identity. It implies creativity, technology, trust and consistency. In developing the logotype we experimented with completely new designs and versions of the existing logo. Directions were tested through a series of focus group sessions, run by Chris Forrest of The Nursery – who also carried out canvassing and initial research into the brand which informed our design briefing. The final logotype incorporates a subtly modified version of the existing brand signature.

Brand Positioning -

As part of our research we thought about what sort of personality the brand could/should communicate. Musto needed to become the brand that appeals to country, sailing and lifestyle markets – what do they all have in common? What cultural and creative trends could help Musto reach the broader market without alienating it’s existing client base? How do companies appealing to the same demographic present themselves? We looked at direct competitors but also sectors like technology and telecoms, financial services, healthcare, supermarkets, furniture and interior design, media and broadcast brands, etc. Five key brand values were identified – Quality, Technical, Innovative, Reliable and Genuine. These words describe the brand. Everything we do should support these values, be it product design, communication design, store interiors, trade stands, how we answer the phone, how we interact with our customers. Photography: From a series of landscapes created by Richard Legge.

Performance Anywear -

The tag line was chosen for it’s broad relevance to sailers, riders, field sports enthusiasts and lifestyle consumers. It alludes to the quality of the product and presents Musto as an enabling partner for outdoor people. The full-stop helps reinforce the message and adds a confidence to the statement. The word PERFORMANCE was retained from the previous logo, so as to evolve rather than revolutionise the brand. The tag line is presented in the Musto corporate font – Gotham Rounded. The rounded nature of the font creates a friendly technical message. It helps position Musto amongst contemporary brands from both the technical and creative industries.

Advertising -

A series of advertising templates were developed –
see Musto Advertising article.

Sailing Technology -

Evolved from existing designs but incorporating the spirit of the new Musto Block, Gotham typeface and simplified colour system.

Retail Concept -

We briefed RPA:Media to design a new retail system in line with the visual language. This was first applied to new stores in Brighton and Exeter, then the existing Musto outlets.

Trade Shows -

RPA:Media interpreted the visual language to produce a modular trade show system which was used at METS and the London Boat Show. The stand was built by Paul Budden.

Sales & Marketing Meetings -

Apropos worked with event management specialists HWJ Solutions and AV production company Crystal Clear Productions to dress venues for seasonal go to market meetings. The Musto brand was applied to catwalk shows and stage graphics, presentations, display panels, merchandising equipment, delegate packs and signage.

Web -

BT Fresca were appointed to re-design Musto’s web site and upgrade to full e-commerce facility. Apropos- briefed and worked with the development team. We also provided graphic components – banners, graphics, background imagery and textures. The site launched in March 2009. Visit http://www.musto.com/