EQUALIZER® VI (2019-20)

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EQUALIZER®草牌是一个背靠街头篮球文化的运动品牌，产品包括球鞋服配饰。本项目是为初创时期的EQUALIZER®设计全套VI设计。此时分为街头篮球属性的“黑草”和青年文化属性的“蓝草”两条产品线。品牌希望视觉能在一个体系下区分出两条子线，并能够有野生的张力，以呼应品牌该阶段强调的“草根精神”。设计上我们做了如下动作：

1. 统一但有细节区别的“艹”品牌logo； 2. 两条产品线的颜色区分； 3.画面语言上，“黑草”选择用居中、左右对称为主，保持力量感的同时维持更为正式、经典的形象；“蓝草”则更多使用非对齐、非对称的结构。服装上较多使用手绘插画，以匹配蓝草“不被定义”的定位。

EQUALIZER® is a sports brand based in street basketball culture, providing sneakers and accessories. This project is to design a VI system for EQUALIZER® at its start-up stage. At this time, it is divided into two product lines: “BLACK GRASS” of street basketball attribute and “BLUEGRASS” of youth culture attribute. The brand hopes that the vision can distinguish two lines under a system and have wild tension, which echoes the “grassroots spirit” emphasized by the brand at this stage. In design, we made the following actions:

1. We designed two “艹” brand logos for each line, with unity of identity but also different in details. 2. Color differentiation. 3. In terms of typography language, “BLACK GRASS” mainly uses center and left/right symmetry to maintain a sense of power while maintaining a more formal and classic image. “BLUEGRASS” uses more misaligned, asymmetrical structures. The costumes widely use hand draw illustrations to match Blue Grass’s “not defined” attitude.

Brand: EQUALIZER®
Category: Visual Identity

Year: 2019