Page 203 - Visual Marketing

Why It Works
The brand’s sleek black and
white logo design evokes “the
heavens” with circles surround-
ing the “A” like clouds around a
mountain peak. Aether, rooted in
Greek mythology, means “upper
air.” The brand targets 30- to
40-year-olds rather than the
snowboarding college students.
The design by Carbone Smolan
Agency is sophisticated with an
aura of exclusivity. The design
supports Aether sportswear for
the outdoor enthusiast who
wants function like PrimaLoft
insulation and wind- and water-
resistant materials without
sacrificing modern design and
aesthetics. Palmer West and
Jonah Smith, founders of Aether
Apparel, say that the design and when using your products. Together they will con-
function of their clothing should • J. Crew men’s stores display
be equal. Lifestyle and environ- Aether’s line alongside iconic
mental landscape photography brands like Ray-Ban and Timex.
was selected to support the
brand’s mission.
Success Metrics
• Aether’s initial spike in growth
continues to expand 20 to 25
percent each year.
• Aether has been prominently
featured in GQ and the trend-
spotting Cool Hunting website.
Takeaway Tip
When your product is about functioning well
and looking good, use a simple, stylish logo
design. Add a library of photographic images
that express the experience that customers have
vey both form and function as being important.
PO WER TO THE PR I N T I TE M ! 182