Lake Minnetonka Sailing School -- http://www.lmss.us
The Lake Minnetonka Sailing School (LMSS) is a premier sailing school on Lake Minnetonka in Minnesota, USA. Since 1972, the LMSS has been teaching sailing, starting with the fundamentals all the way through to advanced racing. LMSS has produced some of the top sailors in the world (our Head Coach is even the former US Olympic Sailing Coach)!
Our school has a unique island setting that we share with the Minnetonka Yacht Club. We teach young, junior sailors in four international dinghy class boats - Pram, Optimist, Laser and 420's. These are small single handed and double handed boats that are raced around the country (and the world), and we often have a team from LMSS competing. We even coach area High School sailing teams in the Spring and Fall seasons.
Bottom line: we offer serious fun and expert instruction to hundreds of juniors each year. Visit us at http://www.lmss.us to learn more!
Note: LMSS is a non-profit.
Our target is Millenials! Young kids (starting at age 7) all the way through High School. These kids are often part of a team and competing at regattas together so a strong, cool LMSS identity is key to put on team gear and build unity!
The new LMSS identity should be current, distinctive & easily recognizable with our target audience in mind (kids 7-18). It should show competence but not arrogance or stuffiness. This logo will be used on all our communications but also on signage, awards, team gear and more. Gear applications will be screen printed and embroidered.
KEY WORDS: tradition, edgy, progressive, excellence, teamwork, safety, community, determined, growing, playful.
DIRECTION: Design should include a sailboat/sail(s). Abstract design is OK but not whimsical. It should convey the thrill/energy of sailing (racing). We'd like to stick to mostly bold, distinctive colors. The identity needs to be very scalable without losing detail at the smallest sizes.
Ideally, the design would have "Lake Minnetonka Sailing School" spelled out but you may consider "LMSS" as a distinctive component.
This identity should be easily recognized from 50 feet when worn on the back of a T-shirt! People should say, -- "That's really cool. That's LMSS!" This design can be a competitive advantage and bring our teams together!