GERVONTA "TANK" DAVIS - CREATIVE DIRECTOR AND BRAND IDENTITY DESIGN

Brand identity and apparel design for the world junior lightweight IBF champion Gervonta “Tank” Davis signed to Mayweather Promotions.

I began the design process using the abbreviation GTD for Gervonta Tank Davis, three letters can be immediately processed by the eye, and quickly interpreted as being memorable, allowing it to adhere to the principles of a fast moving sporting world.

"...LOOKING AT THIS LOGO, YOU KNOW IT MEANS DAMAGE."

The bold shape combined with the subtle curved details of the GTD logo strongly resemble an army tank, enabling it to capture Gervonta’s aggressive, powerful and dominant nature within the sport. Gervonta is a skilled fighter possessing both speed and destructive power in both hands; by looking at this logo, you know it means damage. By fitting the letters into a compact icon I was able to create a mark that makes a statement and maintains a professional, clean look. 

The choice of typeface for the ‘Gervonta Davis’ text compliments the icon and sets the tone for being clean, modern and aggressive.

All of these elements combined create a distinctive brand identity. The GTD logo will elevate Gervonta’s online presence, helping him to hold a consistent graphic identity that completes his presentation to a global audience as a future superstar athlete.

Working closely with Gervonta to capture his vision we created a set of apparel designs to promote Gervonta and introduce his new identity.

The initial designs consisted of classic GTD logo t-shirts, UK and USA flag t-shirts, GTD snapbacks and GTD tracksuits for the team. 

The UK flag t-shirts were exclusively designed to promote Gervonta’s first title defence in the UK, further exposing his image around the world and creating a stronger bond with his fan-base.

All of the apparel was approved and manufactured by Under Armour.