New Balance deals with trading of tools and instruments which support healthy living and human body balance. The clients wanted us to create a graphic sign closely connected to Leonardo da Vinci's famous engraving.

We created a negative version of the trademark positioned on a colorful padding in order to make it easier to adapt to different graphic concepts. This also increased the influence of the packages and the advertisements it was used on.

By taking into account the different situations in which the graphic sign and the logotype were going to be used, we came up with the idea of slightly changing the composition of the elements.

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