Individual Expression: “This Is Who I Am – Love It or Hate It!”
The Challenge: Creating a Striking, Powerful Brand Mark
Individual Expression is a urban clothing line for individual who want to express themselves through fashion.
When an individual wears this clothing line they are stating “this is who I am – love it or hate it!”. Because you are what you wear!
This challenge requires:
- Striking design: Logo that is striking, powerful, and larger than life
- Biker culture: Brand mark that hints at biker culture
- Individual expression: Clothing line for self-expression through fashion
- Bold statement: “This is who I am – love it or hate it!”
Product Line: Complete Urban Clothing Collection
Individual expression design Pants, denim jeans, t-shirts, shirts, jackets, sweatshirts, shorts, and more. To express this message, the client wanted a logo that was striking, powerful, and larger than life. They were inspired by the biker culture and wanted a brand mark that hinted at that too. Having worked with Spellbrand in the past, it was most logical for them to approach us to help them with this new venture.
Brand Solution: Wild West Meets Biker Culture
Right off the bat, the creative team at Spellbrand decided to approach the design from two angles – the wild west and a biker jacket style. After some in-depth research and brand strategy sessions, we came up with a few different designs that focused more on typography and treatment.
This design approach works because:
- Wild west angle: Old west aesthetic for striking design
- Biker jacket style: Biker culture inspiration
- Typography focus: Designs focused on typography and treatment
- In-depth research: Brand strategy sessions inform design
Logo Design: Tattoo-Style Brand Mark
The client chose this final design which almost looks like a tattoo. The design showcases the name “Individual Expression” in an old west font and is flanked on both sides by wings. There are also two stars on either side of the name representing two of the five partners who started this urban clothing line. Below the name is an ornament with two leading diamonds on either side. The top of the logo has abstract old west bull horns with 3 more stars representing the other 3 of the start-up group.
This logo design works because:
- Tattoo aesthetic: Almost looks like a tattoo
- Old west font: “Individual Expression” in old west typography
- Wings: Flanked on both sides by wings
- Partner stars: Two stars representing two of five partners
- Diamonds: Ornament with two leading diamonds
- Bull horns: Abstract old west bull horns with 3 more stars (other 3 partners)
Results: A Brand That Makes a Statement
The brand identity we created for Individual Expression successfully creates a striking, powerful, and larger than life brand mark that combines wild west and biker culture aesthetics. The tattoo-style logo design with old west font, wings, stars representing partners, diamonds, and bull horns creates a memorable brand mark that tells customers “this is who I am – love it or hate it!” – because you are what you wear!
Today, Individual Expression uses this brand identity to attract individuals who want to express themselves through fashion, positioning them as an urban clothing line that designs pants, denim jeans, t-shirts, shirts, jackets, sweatshirts, shorts, and more, with a brand mark that is striking, powerful, and larger than life, inspired by biker culture and wild west aesthetics.
