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What exactly is strobe-light safety gear for runners and cyclists? StrideLite®and CycLiteTM products feature nanometer-thin Electroluminescent Lamps that are completely flexible and almost totally weightless and the 360° high-powered blue strobe light is visible up to half a mile away," said designer Matthew Clark. "The initial product line would include the sleek running belt, custom-designed cycling jackets and running vests.
The brand identity needed to clearly communicate the safety proposition in a way that a) leverages the link to fashion; b) references sport; c) emphasizes the unique illumination qualities; and that d) creates a unique and memorable brand. Taking its cues from hazard symbols and warning signs, the identity blends safety plus sport plus light in an icon for each product line. The system uses the ubiquitous reflective silver and fluorescent colors of safety materials, while prominent Product Feature Charts highlight the key product attributes and creates a Safety Materials metaphor throughout the identity."

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