Rum Doodle Racing is a business that helps athletes train for triathlons. This logo redesign was done for a Logo & Business Identity class in the fall of 2018. The original logo can be seen on the concept page of this booklet. With the logo redesign, an identity system, flyer, website, and race day gear concept were created. All of these following designs were created off of the color scheme, typography, and graphic elements of the new logo. Repetition of these concepts allowed a strong new brand identity to form.