The brief: To create a logo and namecard for a fictive gallery in London which I named Red coats, after the coats worn during fox hunting. London is very cosmopolitan and fox hunting is more a tradition. So how do I combine these two attributes into a fresh identity?

Process: I started out simplifying and abstracting parts of the fox that is typically hunted during the hunting season. And arrived soon enough at using the face of the fox. I soon stumbled upon using different line thicknesses to create a more 3 dimensional shape that was pretty interesting visually. The final logo works amazing in black & white and in color. The linework in the logo, when cropped, makes for a dynamic design attribute for the back of the namecard.