It's fair to say that the SLM image system needed some help.

Not only was the logo difficult to reproduce and the website a browser's worst nightmare but any original design specs had been repeatedly, and fatally, compromised.

Sounds like a total redo, right?

The truth was that the original logo still held some cache and, most of all, offered a way forward. So I decided to resurrect the logo and base the design style from its new character.

The "athletic silhouettes" were developed for the website banner, tying the logo in with the mission of the company. These graphic elements were then adopted to other pieces, as shown on the left.

A strong blue was chosen to partner the turquoise from the logo, again emphasizing the joining of the feminine and masculine.

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