futrx

futrx is a fictional clothing brand that embodies the proper spirit of tech wear. Aiming for a futuristic and utilitarian visionary in the clothing market, futrx makes its loyal customers stand out with its design aided with vision, mastery and pride. The visionary brand takes responsibility in representing tech wear the way it should be represented, and serves this vision exclusively to an audience that knows and appreciates a proper representation.

I helped bringing this vision to life by designing a complete branding and identity to futrx.

The first stop was the logo.

futrx needed a logo that can display its perfection and its futuristic apparel at the same time. I've done lots of trials and brainstorming around this combination of key words.

First trials showed that sans serif fonts were essential to futrx if it was to have a logotype, as it gave the needed futuristic look.

But it seemed like for a utilitarian clothing brand a logotype couldn't be the most handy approach. Rather a logomark would give futrx the needed versatility in application.

Without adding an extra "U" on the name, I focused on the symmetry of having four letters for the brand. The positioning of the "X" was the challenge which produced many alternatives. One idea that came up great was adding brackets for the FUTR and add the X like a superscript.

The final logo design that perfected the look was this:

Using a grid line to precisely measure and scale the logo's elements gave it the perfectionist edge, while keeping everything minimal and aesthethically pleasing.

Next brand element was the logo animation.

I believed that the logo design would demonstrate its perfection by showing how it is made in behind the scenes.

So I brought back the grid lines and gave a 'closer look' to the logo's making.

For the complete branding to advance to the next step, the brand typography and the brand colors needed to be set.

Futura Heavy BT

In order to build a unique visual language to futrx and make it more memorable, I designed patterns to be applied whenever convenient to the brand. I focused on the "X" and the brackets found on the logo, while using brand's color palette.