AAFIII

Identity development for Allen Fulton.
Notes included

Based in Los Angeles, Allen Fulton wanted to finally bring his love for casual/athleisure wear to life. We worked together to develop a strong yet fun identity which would be used across various items and accessories.

Tertiary logotype translations.

Key edits made across letterforms within final logotype include slightly higher/thinner cross bars as well as an opening in the counter of letters such as “A” and “E”

Palette A was crafted to capture a customized spectrum of bold colors that would be used across both condensed and expanded logotypes as well as the logomark.

Palette A Colors “A, B, C, G, H, I” used for primary logotype while “A – I” (full spectrum) used for secondary version — Palette A
Colors “A, B, C, G, H, I” used for primary logotype while “A – I” (full spectrum) used for secondary version

Fearless and confident, the face of the lion served as the perfect accompanying mark. Before landing on the final positioning of the head, there were a number of views and details that were explored.