Renoun uses a unique non Newtonian material to passively strengthen at speed and stabilize in variable snow. I was asked to pitch an updated wordmark to match Renoun's triangular icon, reference its existing logo and speak to its singular material innovation. I fine-tuned existing letterforms and proposed angular corner inktraps, unique interior shapes in ski industry branding as a nod to the skis unique interiors.
Extensive typographic exploration led me to ink traps. The angular shapes connect with the existing triangle icon, retain much of the character of the previous logo, reference material technology (in their use in metal type printing), and create a unique identity. (Reference N's by Dinamo and Colophon.)
Attempts at drawing inktraps in all letters resulted an overbearing design. Instead the N carried the concept. The R presented an opportunity for more significant differentiation. I drew higher contrasting stroke width and a full cut to complement the triangle icon, and represent breaks from the norm.