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    The client, Ernesto Lopez, is founding a new menswear line that is bold and unapologetic. His last name means "Son of the wolf", which inspired t… Read More
    The client, Ernesto Lopez, is founding a new menswear line that is bold and unapologetic. His last name means "Son of the wolf", which inspired the name 'lycanthropy'. His brand is tribal and needed a strong icon to embroider on various pieces and run in long horizontals (the elastic band of men's underwear will be a primary placement). Read Less
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The client expressed a strong desire for a blackletter font and heraldic elements. A brand exploration revealed that he saw his core traits as embodying "modern/edgy" and "brave".  This lead to updating a classic heraldic element with strong geometric forms and hard angles that complement those found in the font.
As an element of fashion, the logo will primarily be viewed on the reverse, most likely embroidered. 
After pouring over dozens of wolf illustrations and heraldic elements, I found the above iteration the most compelling for its motion and how well it would fit an extreme horizontal (an important necessity this logo). It became the armature for the more streamlined version of the final.
The font American Text was selected from five contenders for its strong, clean lines and how well it worked with the icon. Its "L" simplified and the individual letters horizontally lengthened slightly.