Invictus Archery is a new Bay Area Junior Olympic Archery Development Program. With the sport’s local community consisting of only a few ranges and businesses, it was important to develop a brand identity that stood out as a space that is bold and exciting while also harkening back to the long and storied history of archery.
In Roman Mythology, “Invictus” is the epithet for the Sun God, “Sol Invictus” (Unconquerable Sun). In an effort to integrate archery and mythology, a target and arrows were combined to create an illusion to the Sun and its rays.
Initial sketch of the sun + target logo concept
2nd and final rounds of logo refinement
Full Invictus Logo on black
Archery is a sport that dates back for thousands of years throughout the world. In order to bring that sense of established tradition to the brand, a coiled straw style target is used for the sun’s main body as opposed to more modern target faces. In addition, a bold serif typeface was chosen to evoke that same sense of heritage.
