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A Brand New Head
The new HEAD brand was officially launched last month. Some of the best ski and racquet sport athletes on the planet have endorsed HEAD said the company, but in order to modernise the brand and keep it relevant among today's top athletes - both those on tour and those aspiring to be - the company has created a new positioning with more attitude, clearer differentiation and better visibility.
Corporately, HEAD is moving away from being perceived as purely a technology-driven sport company. The company's new position - ‘Head is an athlete’- embodies the attributes that describe its best players and riders: courageous, spontaneous and adventurous.
The heritage of the HEAD logo is strong and well known. The newly designed logo however, represents HEAD's new attitude: the type is thicker and more powerful; it's edgier with more attitude and more strength in application.
The brand's redesign doesn't stop at the logo. HEAD is also unveiling a new corporate colour: orange.“This bold, stylish approach will not only enhance our overall exposure, it will also unify the entire family of HEAD brands, across all divisions and continents”, said John Eliasch, CEO.
