SOURCE: CBX

CBX

October 09, 2012 09:30 ET

Hillerich & Bradsby's "Bionic" Glove Brand Gets a New Grip on Positioning for a "Super. Human. Performance."

NEW YORK, NY--(Marketwire - Oct 9, 2012) - Bionic, a division of the family owned, Louisville, Kentucky-based Hillerich & Bradsby Company, is a glove brand that continues to evolve in order to provide the best quality and performance for athletes and non-athletes alike. Parent company Hillerich & Bradsby has a long established commitment to athletes, and is more famously known as the manufacturer of Louisville Slugger baseball and softball equipment.

Bionic collaborated with agency partner CBX, a brand agency based in New York, to redesign its logo and tagline, which is used across a variety of media and touch points. Bionic sought to update the look of their brand -- which had originally been developed more than a decade ago -- in order to reflect the overall growth of the company as well as the evolution of its products. Today's Bionic line includes gloves specially designed for golf, baseball, tennis, racquetball, fitness and equestrian, as well as for such other pursuits as gardening, driving, and motorcycling. The line also includes gloves for general winter wear and for men and women coping with arthritis.

CBX realized that a logo on a golf glove is advertising the brand out on the course. It has to be seen from 20 yards away. They were able to create a simplified logo that actually conveyed more to the target consumers. This logo is equal parts the letter "B" and a gripping hand silhouette, reinforcing the Bionic name brand while showing, quite literally, the unparalleled grip that is the brand's biggest strength.

The tagline "Super. Human. Performance." aims to succinctly communicate the more advanced technology associated with Bionic gloves, with the byproduct of that technology being superior performance.

CBX Chief Creative Officer Rick Barrack, originally from Louisville, remarked, "Inside, we're all athletes. We all want to perform and get results. People look to brands for guidance and confidence. The new Bionic logo visually transforms the brand from being just about gloves to being a sports performance company. It'll compete very nicely with the Nikes and Under Armours of the world over time."

The new logo and tagline better encapsulate the athletic spirit of the brand, in a more modern and iconic way than the previous incarnations. Bionic is gradually rolling out this new identity in the coming months and year.

About CBX:
CBX is a brand agency specializing in corporate identity, consumer branding and retail. The company, with its current staff of 140, was founded in 2003 and has a client base that includes Del Monte, General Mills, Kimberly-Clark, A&P, Pathmark, Saks Fifth Avenue Off 5th, Lord and Taylor, Wawa, Sunoco, and PetroChina. In addition to its New York City headquarters, CBX has an office in Minneapolis, and through the CBX Worldwide Partnership, has operating offices in Santiago, Buenos Aires, Sao Paulo, Mexico City, Melbourne, Shanghai, London and Seoul. The firm was ranked #282 in the Advertising & Marketing industry for the 2011 Inc. 500/5000 list of fastest growing private companies.