The new LMSS identity should be current, distinctive & easily recognizable with our target audience in mind (kids 7-18). It should show competence but not arrogance or stuffiness. This logo will be used on all our communications but also on signage, awards, team gear and more. Gear applications will be screen printed and embroidered.
KEY WORDS: tradition, edgy, progressive, excellence, teamwork, safety, community, determined, growing, playful.
DIRECTION: Design should include a sailboat/sail(s). Abstract design is OK but not whimsical. It should convey the thrill/energy of sailing (racing). We'd like to stick to mostly bold, distinctive colors. The identity needs to be very scalable without losing detail at the smallest sizes.
Ideally, the design would have "Lake Minnetonka Sailing School" spelled out but you may consider "LMSS" as a distinctive component.
This identity should be easily recognized from 50 feet when worn on the back of a T-shirt! People should say, -- "That's really cool. That's LMSS!" This design can be a competitive advantage and bring our teams together!