New Logo, Identity, and Packaging for Xenith by Skidmore Studio

Established in 2006, Xenith is a brand of helmets and other supporting equipment for American football. Based in Detroit, MI, Xenith is a newcomer to the industry, competing with leaders Riddell and Schutt (established in 1927 and 1918), but in a short amount of time their helmets have been adopted by hundreds of thousands of players at all levels, including youth, high school, college, and the NFL. At the end of last year, Xenith introduced a new identity designed by Detroit-based Skidmore Studio. Designed to harness the raw emotions of the brand personality, the X’s strength lies in its bold, asymmetrical strokes intersecting at unexpected angles. It flexes to grow big and bold on packaging, scatters to create an iconic camo pattern and shrinks into a simple, recognizable mark on g