Klokov Equipment Brand Development
The central question in creating Klokov Equipment:
How to meld American business, Russian weightlifting and Chinese production into a high-quality, worldwide brand?
Dmitry Klokov was a world champion, as was his father. They were both respected worldwide for their athletic achievements, and Dmitry had become known as a fantastic coach, giving weightlifting seminars all over the world. We wanted to combine this with modern, high quality equipment.
The logo and identity drew inspiration from old Russian text and modern typography, so it would appeal to current consumers as well as refer back to the inspirational heritage.
Product design was a key element to the brand – products had to be recognizable and unique, while meeting tough standards of manufacture and performance.
The designer ultimately created her own font for the “Klokov Equipment” to satisfy the question, and the product engineer worked tirelessly to put Dmitry’s vision into production. The website and imagery followed.
This involved countless meetings, reversals, and attempts to get the right representation of the athlete, equipment quality and brand into people’s hands.