Inspired from the Latin term alteri huic, or to show concern for the well-being of others, the brand exemplifies the mission to equip athletes with innovative, unique, stylish athletic apparel, while 20% of the profits from every purchase are donated to selected charities.
My logo design is based on the symbolism of a torch, which has a strong meaning in sports. It stands for the achievement of goals, for the pursuit of perfection. Not least because of the Olympic Games this meaning is known to everyone.
Beyond sport, the symbol also works perfectly for the charity aspect as it is associated with enlightenment and hope. Thus the Statue of Liberty, actually "Liberty Enlightening the World", lifts her torch. A torch held up symbolizes life, truth and the regenerative power of the flame.
I could tell much more about what is going on in this logo. But I’m limited to 1k characters. I guess you notice the presence of the initial letter A in the symbol?