Reference: Lenco Apparel was founded in Auckland, New Zealand 1975. Since its establishment, Lenco Apparel has specialised in manufacturing premium sportswear for high-profile brands like Nike, Puma, NRL and Blackcaps. Fast forward over four decades in the game. Lenco is still making premium sportswear in New Zealand. The 75 brand represents Lenco as a nod to where it all began.
The logo embodies heritage and meets modern refinement.
I initially began by researching and experimenting with various shapes and the selected colour palette, exploring different logo design concepts. I focused on refining the logo's structure while incorporating figures and shapes to establish a recognisable brand identity.
I eventually concluded that the logo designs were becoming overly busy and cluttered. Since the logo was intended for sportswear, it needed to be sleek, minimal, and possess a strong visual impact. I began exploring geometric shapes and discovered a design featuring rectangular elements combined with a simple "75," which provided the dynamic touch I was seeking. Building on this concept, I further refined and developed the design.
During the design process, I experimented with the logo to develop a unique pattern and discovered that flipping the "L" 180 degrees naturally formed a "7," which significantly enhanced its visual appeal.
I then focused on designing the number "5," exploring two different thickness variations. In the end, we opted for the version featured in the final logo on the left.
On the right is the final logo, showcasing the chosen colour palette.
I am pleased with this design as it effectively captures a sporty and clean silhouette. The logo is minimal yet. eye-catching, with a dynamic flair that enhances its visual appeal. The combination of geometric shapes and bold typography gives it a strong, modern identity that aligns perfectly with the brand's vision.
I also took the initiative to design and create polo shirts for the staff, catering to both men and women. I incorporated the brand's slogan,
"LIVE YOUR PASSION," along with their signature colours, to maintain brand consistency. To enhance the overall aesthetic, I integrated the custom pattern I developed, adding a unique and dynamic touch to the design.