INSIDE THIS ISSUE
FEBRUARY 2010
TCSD Contacts Board Members Volunteer Members TCSD Race Schedule
TRIATHLON CLUB OF SAN DIEGO
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Meetings, Clinics & Rides Weekly Workout Calendar Member Profile TCSD Conversation New Members
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Made with Kashi® Train Smart Race Discounts Joys of Cycling Membership Application
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TriNews
Logo Transition By Arch & Christy Fuston, Fuston Creative
2009 TCSD MEMBERS AWARDS Sunday, February 21st Location: University City Physical Therapy (“Old” Coastal Sports & Wellness Facility) Schedule: 12 pm Bike Ride or Run Option 2 pm BBQ & Pot Luck 3 pm Meeting & Awards
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s triathletes, our lives are filled with transition, and not only in racing. What worked one year, might not work the next. Evolutions in products, training techniques, geographical changes, all contribute to our adaptation, or transitions, to these new scenarios set before us. A logo can experience transition as well. With all the new mediums developed since the 1990’s, a logo that was created primarily, if not exclusively for the print medium, faces certain challenges in the electronic age. These challenges, as well as the desire to have a logo that works hard across ALL mediums (print, Web, apparel, signage, mobile devices, etc.) was the motivation for the TCSD ”logo transition”. Understanding the equity of a logo is crucial. The equity of the original TCSD logo is profound within the core of club. Where the equity is challenged is outside of the club and how it is replicated to the masses... participants, general public, friends, family... anyone outside of the club that has a visual opportunity at the logo. Both ends of the equity spec-
trum were considered when transitioning the logo. Here is some insight into the creative process when designing the new logo: Shape: The triangle shape was maintained, but manipulated to take on the appearance of a wave, a geographical element unique to SoCal tri clubs. Form: The original logo was made up of multiple lines ranging from thin to thick. This was simplified by decreasing the number of “lines” to three, each representing one of the three aspects of the sport, and shaping the “lines” to form the triangular wave. The small, orange splashes between each “line” represent the transition in a triathlon. This evolution of the form allows effective reproduction of the logo on all mediums, and renders a mark that is visually strong. Color: The color palette was maintained with only slight modifications to achieve stronger results in electronic replication and on apparel. continued on page 20