Brand Identity

d3o is an intelligent impact protection material. It is soft and flexible when moved slowly but the intelligent molecules lock together on impact; spreading the force, returning to fluid motion when the impact is over. The brand identity reflects this changing state from soft to hard. The orange is a fluorescent Pantone which literally jumps out from the page. This colour was chosen because of its active association, and paired with white to represent the science behind the technology. 

d3o is an ingredient brand like Gore-tex so appears on other brand's products. So, the name needed to be short, and the logo simple and easily recognisable. The photography represents the fluidity of the product, as does the mesh vector graphic.

Brand strategy


Logo design

Brand asset design

Print design

Trade show design

Retail POS design & manufacture

Print buying

Hangtag design


Brand essence: 



Brand purpose:

To enable athletes from all sporting backgrounds to enhance their performance by making impact protection almost invisible.


Brand statement:

For sporting professionals and amateurs alike, d3o is the impact protection brand that delivers flexible, comfortable, almost invisible impact protection. Only d3o contains patented intelligent molecules that lock together on impact to protect you.


Intelligent shock absorption

© 2019  Ruth J Palmer