This identity serves triple duty: for a retail store (Marin Archery Shop), outdoor recreation facility (Marin Archery Range), and sports academy (Marin Archery Academy).
In the past, we have used color to differentiate the three aspects from the central identity: red for the shop, green for the range, and blue for the academy (see files for examples of our current identity). Our overarching identity can then play in grayscale.
Our brand identity is clever, but not whimsical; subtle, but not timid or halfhearted; refined, but not fancy.
Extra points for iconic geometric forms that are easy to sketch from memory, are recognizable when reproduced at a small size and in a single color (such as white print on a uniform), permit roughly-square and horizontal variants, and are suggestive of coastal mountains, archery, or our initials "MA". If it works nicely in a grid system, even better!
We're not necessarily looking for a complete departure from our current identity (though we're 100% open to that!) - even a refinement of proportions would be great. We're looking for something timeless, that says but doesn't shout archery.
Our current and older identities have used Avenir Next Condensed (the older one had the As changed to chevrons - yikes!) We're open to new font choices.