With the new Athlon brand, we identified two overarching priorities right out of the gate. First, it was important to honor the visual integrity of the original brand because many of its cornerstone elements (e.g., the spartan helmet and the red-and-black color scheme) were important to Athlon’s owner and founder Ryan Joiner. Second, after 15 years and tens of thousands of members coached, Athlon was a fairly visible brand on the Central Coast, and the visibility capital contained in the Athlon brand needed to be preserved.
The new Athlon brand heavily incorporates images of their target-customer; that is, high-school and college athletes as well as ordinary, everyday people who want to look, feel, and perform at their best. Themes of dumbbells, weights, muscle heads, and drill-sergeant trainers were wholly inaccurate, and therefore avoided entirely, and the brand instead communicates elite athletic fitness, strength and capability, precision performance, and strategic, wholistic, state-of-the-art training.