In crafting the brand identity for Echelon Active, a contemporary sports fashion brand, bold design choices were made to evoke a modern and trendy vibe. The geometric logo, featuring the initials "E" and "A," exudes sophistication, while the vibrant colors Orchid Purple and Sunburst Orange infuse energy and vitality. Rounded corners add a touch of playfulness, ensuring a memorable and dynamic brand presence. Sequel 100 Black font family was selected for its confident and striking appeal, perfectly complementing the brand's ethos of style, performance, and innovation. 

This thoughtful combination of elements creates a cohesive and impactful visual identity that resonates with the target audience, positioning Echelon Active as a leader in the competitive sports fashion market.