Four Clubs (Short for Four of Clubs) is a clothing brand startup. The client had this idea of making t-shirts inspired from the 70s 80s & 90s street/skate/dance style. A retro yet modern brand. He also told me that he loves colors.
I started out with AvantGarde Bold. Kearned and tweaked some of the letters to shape them into a group.
A purple color - being one of my clients favorite colors - became the choice. Then I wanted to highlight "clubs" in the word. I thought O,C,L & U together almost shaped like a club.
I tweaked the "U" a bit more by giving it a foot. Then I realized that when O,C,L,U high lightened, they almost formed the word "colour". So I took a new direction and a added a new base color.
Here is the final result. I added some noise to and faded the colors a bit to give it a more retro look.