Dynamic logo design for a Californian sportswear brand

Innate Active

Innate Active is a swimwear & activewear brand offering custom-made swimming and training gear based in Orange County, California. The company uses environmentally sustainable fabrics derived from plastic bottles to create their products.

Clear Design was approached to create a new logo for Innate Active, which needed to be designed to perform well on their expansive range of swimming costumes and accessories and on several digital platforms. The logo also needed to incorporate the conceptualisations of swimming ‘running through your veins’, being ‘in the blood’, and becoming an ‘innate’ skill.

IN8 Active Logo Design Lockup

Initial logo concepts

Two logo concepts were presented to the swimwear & activewear brand. The first logo design combined the ‘IN8’ concept with variated lines symbolising water. 

The second concept used an italicised, ‘active’ feeling logomark with a flowing line cutting through the ‘N’. This symbolises a stream of water or blood and links to the idea of swimming as a passion and skill that is ‘in the blood’. Logo concept 2 also subtly incorporated images of a fin and a wave within its typographic form.

IN8 Active Logo Design Concept 1
IN8 Active Logo Design Concept 2

The final identity

In the final stage of the logo design process, Innate Active chose their preferred identity concept – the flowing IN8 logo. The chosen design was then fine-tuned and delivered to the swimwear & activewear company in multiple configurations for various clothing and digital applications. The result was a powerful and flexible new identity that communicates the brand’s contemporary and energetic character.

Innate Active Logo Design Process
IN8 Active logo design presentation-02
IN8 Active logo design presentation-06

Logo applications

The finalised logo was applied to swimwear, activewear, display bags, casual clothing, the brand’s website, social media accounts as well as several other mediums. A few logo application examples are shown below.

IN8 tank top
Innate Active Swimsuit Mockup

Client recommendation

"I was looking for a logo revision on an existing company logo. Clear Design was asked to give us an update that would not be dated in a couple of years. Our original logo was aggressive and was only attractive to our younger clients.

Clear Design was able to produce a universal logo that would appeal across the sports community we work with. They were timely and their costs were more than fair. Right now I am looking forward to working again with Stephen from Clear Design on a new website. Great work and great person - highly recommend."

Craig Macias
Director, Innate Active
Innate Active Swim Cap
IN8 Active Shopping Bag | IN8 Active logo design

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Stephen Cleary - Clear Design Studio lead designer

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