Branding, Strategy, Visual Identity

Landonedge Technical Skating

Todd Landon is a Chartered Professional Coach with over 20 years of experience in training athletes to achieve their goals. In 2017 he started his own business with the mindset, “Sport is an apprenticeship for life. In a sport environment an individual develops positive individual and interpersonal skills that translate to personal, academic, and professional environments.” Landonedge is a professional ice skating consulting company focused on the smart development of young skaters.

The Landonedge identity reflects Todd’s long history in sport and ability to build athlete’s confidence to perform. The Landonedge logotype is a custom typeface based on a geometric sans-serif typeface. Conceptually, the letterforms reference the fluid movements required for good skating form. The two lines and four dots speak to the precise and technical nature of the brand, and reference Todd’s key clients in hockey skates, roller blades, and speed skates. To compliment the clean, professional look, the sans-serif font Montserrat was selected as the primary typeface. The brand voice leans towards a healthy, growth mindset, with a colour palette of lively greens and modern greys. Duotone images provide a way to include busy action photographs while still maintaining the overall brand look and feel.