THE CHALLENGE

Suunto, renowned for its expertise in sports tracking technology, developed an innovative system for monitoring movement and heart rate using wearable sensors connected to their smartwatches. However, their vision extended beyond their own product line—they wanted to license this cutting-edge technology to other companies.

To achieve this, they needed a brand that could simultaneously capitalize on Suunto’s strong reputation as a leader in sports tracking while establishing enough distinct identity to appeal to external partners. Striking the right balance between connection and independence was critical to achieving their goals.

THE APPROACH

The design process began with Suunto's existing visual identity as a foundation. Suunto’s logo, a clean and iconic mark featuring its name in capital letters topped by a red upward-pointing triangle, provided clear cues for continuity. Additionally, Suunto’s proprietary grotesque typeface, already a hallmark of their communication, offered a versatile starting point for further exploration.

I began by experimenting with the typeface and Suunto's signature red, seeking a way to extend the brand’s DNA into something distinctive yet cohesive. The final logo for Movescount emerged from these explorations. Retaining Suunto’s font, I introduced a tilted triangle formed by small dots—a nod to the sensors and the technology’s fine-grained ability to detect movement and pulse. This subtle shift maintained a connection to the parent brand while signaling the innovative, dynamic nature of the Movescount system.

While the logo itself is intentionally minimal and adaptable, the brand imagery takes a bolder approach. A striking combination of intense red, energetic athletic movement, and bold graphic forms evokes the high-performance environments where the technology excels.

THE OUTCOME

The final brand identity for Movescount strikes a balance between Suunto’s trusted legacy and the innovative potential of its new technology. The minimal, adaptable logo speaks to the precision and versatility of the Movescount system, while the bold and dynamic brand imagery conveys its athletic energy and real-world performance.

This duality ensures Movescount can stand out in both technical and consumer-facing contexts, bridging Suunto’s heritage with the new venture’s forward-looking vision. The result is a brand that resonates with Suunto’s existing reputation while offering an exciting, fresh identity that attracts potential licensing partners and end-users alike.