Rule # 5

Rule # 5

no tag line

No

The brand will be marketed to male 40-60 affluent , who stay fit , compete whether its a senior hoops league, ironman triathlete, hardcore skier,etc. They are looking for unique stylish APPROACHABLE apparel . They may buy their work apparel at Brooks Brothers or Nordstrom but do not want to buyer their casual clothes there. The brand name originates from http://www.velominati.com/the-rules/
The look of the logo needs to speak to people who see themselves as strong individuals, loves to test themselves and likes a challange. This is a upper end casual brand appealing to the "technical customer" (i.e. http://www.craft.se/ , http://www.2xu.com ,etc), but it is NOT technical clothes-- but where they would go to buy their casual clothes

Apparel